Every year, Better Homes and Gardens puts on their uber exclusive BHG Stylemaker celebration that brings in a small number of the the most influential bloggers of the home and lifestyle community. This event leverages the marketing power of some of the most successful bloggers by inviting them to join for a day of workshops, panels, food and drink with countless picturesque moments to document the excitement filled day. The exclusivity of the event makes this a milestone in the blogger community and an honor for the small number of guests who were invited.
This year BHG Stylemaker was held at the trendy new hotel, 1 Hotel in Brooklyn. No detail was spared for the event. The million dollar views of the Brooklyn Bridge and Manhattan paired with the stunning interior design of the building made for a truly perfect day. Various displays were sponsored by many of the big names in the industry, who designed lavish spreads of appetizers and drinks to fuel the day.
BHG Stylemaker used several powerful experiential marketing tools for the event. An indigo-inpired lounge, an expansive moss covered photo wall paired with Photoboxx, and an instagram-worthy breakfast spread make for the perfect photo-op. Panels and workshops that featured tips and tricks from BHG editors kept the guests engaged throughout the day.
This style of activation has shown to be an incredibly successful marketing tool for big brands like Better Homes and Gardens. Seriously, if you google the name of the event, three pages of blog posts by influencers recount the entire day’s highlights, none of whom are directly sponsored by the brand. Throughout the venue you could find instructions about posting your images to social media using the event hashtag: #BHGStylemaker. Each year, awareness of the event in the home and lifestyle community grows exponentially. BHG is leveraging the power of reach of many of these highly respected bloggers to market on a more personal level and it’s working. This year’s #BHGStylemaker analytics show that for the number of people who attended, 100% used the hashtag. The expansive following of the top influencers created a reach over 2.5 million impressions and an overall reach of over 1.5 million, even with the small number of attendees.
The night was topped off with a rooftop cocktail hour that highlighted the Manhattan skyline. Each guest took home a swag bag full of branded gifts, as well has their printed Photoboxx photos to remember the day by.
We’d say the event was an experiential marketing success. We’re proud to be a part of the day and we're looking forward to this year’s BGH Stylemaker celebration already.