Montreux Noël - Social media strategy & influencer marketing

Build engagement around the magic of Christmas and increase visibility for the event.

Campaigns & Content, Digital Strategy

Context

Considered as a true institution in French-speaking Switzerland since its creation in 1994, the Christmas Market of Montreux Noël welcomes more than 500,000 visitors each year. It is now recognised as one of the most beautiful Christmas markets in Switzerland and has a great reputation among the public.

In view of the sanitary restrictions experienced in 2020-2021, it was important for the public to be informed that the 2021 edition would indeed take place and that the magic of Christmas would once again be present to make young and old dream.

The initial request was to create a digital strategy focusing on the use of social networks to actively interest and engage the target audience and consolidate the brand image of Montreux Noël.

Delivrables

  • Campaigns & Content
  • Digital Strategy

Objectives

The challenge for Montreux Noël was to make the first move towards digitalisation in order to boost its image, through content representing the values of the event and the presentation of its activities. The aim was to communicate and exchange with its community in an impactful way before, during and after the event.

Marvelous' mission was to highlight the activities offered by the Christmas Market on social networks and particularly the new attraction of the 2021 Edition "Light On Ice", in order to increase ticket sales and continue to attract a larger audience to the event.

In order to create quality content close to the Montreux Noël audience, our team also recommended to set up an influencer marketing strategy; as an exclusive event.

Influencer marketing activation brings a number of benefits to a company, especially in the context of promoting an event:

  • Improve the visibility and awareness of the activation, with potentially a gain of new engaged followers on the various social networks.
  • Bring credibility to the experience, thanks to the trust that the influencer communities give them and thus making them more willing to live the same experience.
  • Create and distribute authentic and spontaneous content that resonates better with the audience
Light on ice eventIce sculptures
Light on ice eventIce sculptures

Objectives

The challenge for Montreux Noël was to make the first move towards digitalisation in order to boost its image, through content representing the values of the event and the presentation of its activities. The aim was to communicate and exchange with its community in an impactful way before, during and after the event.

Marvelous' mission was to highlight the activities offered by the Christmas Market on social networks and particularly the new attraction of the 2021 Edition "Light On Ice", in order to increase ticket sales and continue to attract a larger audience to the event.

In order to create quality content close to the Montreux Noël audience, our team also recommended to set up an influencer marketing strategy; as an exclusive event.

Influencer marketing activation brings a number of benefits to a company, especially in the context of promoting an event:

  • Improve the visibility and awareness of the activation, with potentially a gain of new engaged followers on the various social networks.
  • Bring credibility to the experience, thanks to the trust that the influencer communities give them and thus making them more willing to live the same experience.
  • Create and distribute authentic and spontaneous content that resonates better with the audience

Our approach

The social media strategy implemented by Marvelous was structured in several relevant topics built around the important values of Montreux Noël: festive spirit, joy, family and sharing. Compared to previous years, the tonality of the messages has been unified and the visual identity has been streamlined by creating a focus on emotions, aesthetic details and the magical atmosphere of Christmas.

To highlight the content created by our agency, we opted for both organic and sponsored publications in order to increase the coverage of the event among the event's target audience. We chose to publish quality photo content as well as several videos produced during the event.

For the Influence Marketing part, we organised in collaboration with the Montreux Noël team a private event before the official opening of the "Light on Ice" activation, by inviting local personalities and influencers. The idea was to introduce the new activity so that guests would spontaneously create and share content about their experiences to their online community.

Results

In just three months of organic and sponsored publications on social networks, Montreux Noël has succeeded in developing its reputation by winning more than 2,500 subscribers on both its Facebook and Instagram pages.

The content published has increased the visibility of the event, recruited new customers and boosted its image, to ultimately consolidating it with its target audience.

  • The "Light on Ice" physical activation was a success in terms of entries and will be reused for the 2022 edition
  • More than 100 stories viewed at least 1'700x were published by the 11 influencers present at the influencer marketing event
  • 9 sponsored campaigns generated over 2M impressions
  • More than 90 organic posts were created and reached more than 200'000 users

Discover also the Instagram feed as well as the Facebook page of Montreux Noël.

Our approach

The social media strategy implemented by Marvelous was structured in several relevant topics built around the important values of Montreux Noël: festive spirit, joy, family and sharing. Compared to previous years, the tonality of the messages has been unified and the visual identity has been streamlined by creating a focus on emotions, aesthetic details and the magical atmosphere of Christmas.

To highlight the content created by our agency, we opted for both organic and sponsored publications in order to increase the coverage of the event among the event's target audience. We chose to publish quality photo content as well as several videos produced during the event.

For the Influence Marketing part, we organised in collaboration with the Montreux Noël team a private event before the official opening of the "Light on Ice" activation, by inviting local personalities and influencers. The idea was to introduce the new activity so that guests would spontaneously create and share content about their experiences to their online community.

Results

In just three months of organic and sponsored publications on social networks, Montreux Noël has succeeded in developing its reputation by winning more than 2,500 subscribers on both its Facebook and Instagram pages.

The content published has increased the visibility of the event, recruited new customers and boosted its image, to ultimately consolidating it with its target audience.

  • The "Light on Ice" physical activation was a success in terms of entries and will be reused for the 2022 edition
  • More than 100 stories viewed at least 1'700x were published by the 11 influencers present at the influencer marketing event
  • 9 sponsored campaigns generated over 2M impressions
  • More than 90 organic posts were created and reached more than 200'000 users

Discover also the Instagram feed as well as the Facebook page of Montreux Noël.

Project team

  • Digital strategy: Azizah Boo, Managing Director
  • Project management and organisation: Léontine Parolini, Digital Marketing Manager
  • Project coordination: Flavien Dérupaz, Junior Digital Marketing Strategist
  • Art Direction: Georgia Baeni, Graphic Designer & UX/UI Designer
  • Photo & Video editing: Evan Saxer and Audrey Comte, Junior Media Designers
  • Photography: Soraya Exquis, Partner Photographer
  • Video Production : Agence Spurring Sàrl

Project team

  • Digital strategy: Azizah Boo, Managing Director
  • Project management and organisation: Léontine Parolini, Digital Marketing Manager
  • Project coordination: Flavien Dérupaz, Junior Digital Marketing Strategist
  • Art Direction: Georgia Baeni, Graphic Designer & UX/UI Designer
  • Photo & Video editing: Evan Saxer and Audrey Comte, Junior Media Designers
  • Photography: Soraya Exquis, Partner Photographer
  • Video Production : Agence Spurring Sàrl