Trafford Palazzo Seasonal Events Instagram Influencer Program
Influencer MarketingThe PHA Group ran gifted Instagram partnerships with 24 micro-influencers for Trafford Palazzo's seasonal events, backed by paid social that delivered over 3.7M+ impressions.
About the campaign
The PHA Group ran an Instagram influencer campaign for Trafford Palazzo that generated over 3.7 million impressions through paid social. Trafford Palazzo is a shopping and leisure destination in the North of England. The brief was to build brand awareness and drive footfall to Summer Fest, Christmas at TP Street and Feel Good Fest.
The agency secured 24 parenting and lifestyle micro-influencers with a combined reach of over 500,000. It chose influencers known for posting about family days out in and around Manchester. Each visit included gifted food, drinks and family entertainment packages. The influencers posted Instagram Stories, Reels and feed posts about each event. Paid social campaigns then ran influencer content alongside content the social media team captured at each event. The agency created 180+ design assets for these paid campaigns.
The agency reports over 3.7 million impressions and over 172k post engagements from paid social. Those post engagements were delivered at an overall cost per engagement of £0.02. Paid activity also secured 1,700+ link clicks to the event landing pages at a CPC of £0.78.
Case in 60 seconds
Trafford Palazzo needed brand awareness and footfall across three seasonal events, Summer Fest, Christmas at TP Street and Feel Good Fest, so each event had to draw local visitors rather than general attention.
Local families take ideas for days out from parents they already follow, because parenting and lifestyle micro-influencers who post about family trips in and around Manchester hold engaged audiences living close enough to visit.
Each seasonal event became a family day out that local parenting micro-influencers experienced in person, with gifted food, drinks and entertainment packages giving them a visit worth sharing with nearby followers.
The PHA Group secured 24 influencers on gifted partnerships and coordinated each visit, producing Instagram Stories, Reels and feed posts that paid social campaigns amplified alongside content its social media team captured at events.
The PHA Group reports over 3.7 million impressions and over 172k post engagements from paid social at a £0.02 CPE, plus 1,700+ link clicks to event landing pages at a £0.78 CPC.
Strategy Breakdown
Creative & Execution System
Assets & channels
Partners
- The PHA Group
Results & Evidence
| Metric | Value |
|---|---|
| Combined Roster Reach | over 500K+ combined reach |
| Influencers Secured | 24 influencers |
| Paid Social Impressions | over 3.7M+ impressions |
| Post Engagements | over 172K+ post engagements |
| Cost per Engagement | £0.02 CPE |
| Link Clicks | 1,700+ link clicks |
| Cost per Click | £0.78 CPC |
| Design Assets Created | 180+ design assets |
Why The PHA Group's strategy worked
- 1
Gifted hospitality packages give micro-influencers a fuller visit to document, which the agency credits with partners delivering more social content than gifted partnerships would normally produce.
- 2
Recruiting creators by where their audience lives, here families in and around Manchester, ties influencer content to footfall because followers can act on a day out that sits close to home.
- 3
Running influencer content through paid social extends a gifted campaign past organic posting, because the brand controls distribution and spend while the posts keep the creator's own voice and framing.
- 4
Working with the same pool of parenting influencers across three events builds a standing community, which the agency describes as keen to support future Trafford Palazzo events.
Results
6.5x
Paid roas
60.8M
Impressions
+429%
Purchases yoy
Results
868K+
Total views
318%
Views vs baseline
28.6K
Creator video views
Results
27.6K
Likes
2.47M
Reach
970
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