Brief

Simon+Simon were tasked with casting an influencer with a HNW audience who are interested in travel, interior design and heritage brands in order to reach a new, wider target audience.

Action

S+S proposed to work with Lydia Elise Millen, one of the UK’s most established and respected influencers renowned for her high-quality content and authenticity. Lydia had loved Lalique since childhood and the audience on her home interiors account were the ideal target group for the brand. S+S approached Lydia Millen’s manager to introduce her to Lalique and negotiate fees and deliverables. The campaign was to be split across two sections, Lalique’s home interiors and Villa Rene Lalique, the brand’s destination hotel and restaurant in Alsace. It was agreed that Lydia will share Instagram posts and stories on her home interiors account @LydiaMillenHome.

Once the deliverables had been agreed and the contract signed, S+S co-ordinated a 2-night visit to Villa Rene Lalique for Lydia, her photographer and her manager. The visit was planned to showcase the best of the destination and included meals at their two-Michelin starred restaurant and a private visit to the Lalique factory and museum. For the home interiors section of the campaign, Lydia was gifted a Lalique ‘Bacchantes’ vase, one of Lalique’s most recognised pieces. 

Results

• In addition to her pre-agreed Instagram posts and stories, Lydia shared posts from her visit to Villa Rene Lalique on her main Instagram page, @LydiaMillen, which has over 850,000 followers.

• Lydia enjoyed her visit so much that she ‘vlogged’ her trip, which has now been watched over 250,000 times on her YouTube channel. This gave a unique insight into Villa Rene Lalique, the factory and the museum and introduced the brand to a new, engaged audience.