Green party hat with a round "wagit" logo seen through a shop window reflecting a brick building and glowing bulbs
Submitted by Goho PR, Marketing & Events

WagIt Invite-Only Birthday Influencer Event

Influencer Marketing

Goho PR, Marketing & Events hosted an invite-only birthday event for WagIt, a dog-friendly booking platform, to begin building its London community through relevant influencers.

Case in 60 seconds

WagIt wanted to begin building its community within London, so it needed relevant influencers to promote the brand and events that could showcase its values while raising awareness through social media.

Goho reads a brand birthday as an occasion guests will share unprompted, because an exclusive, invite-only party gives influencers a memorable experience to post about rather than a brief to fulfil.

The agency turned WagIt's birthday into an exclusive, invite-only event, built as a memorable experience that attendees would share widely on social platforms rather than as a conventional brand announcement.

Ahead of WagIt's birthday party Goho contacted a targeted list of guests, produced invites and sourced decorations and gifts, and the guests included highly relevant influencers with a combined Instagram following of above 80k.

Goho reports strong social media publicity through the influencers in attendance and enquiries from others about working with WagIt, while the event also produced further social content for the WagIt page.

Strategy Breakdown

Relevant influencers and the wider community within London that WagIt wanted to build around its dog-friendly booking platform.
WagIt acts as host rather than advertiser, so its brand values reach influencers through an experience of the brand rather than through a message about it.
Guests share experiences they find memorable and exclusive, so the agency designed the birthday party to be shared by attendees rather than broadcast by the brand.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • Goho PR, Marketing & Events

Participation mechanic

  • Invited guests, including influencers, attended WagIt's invite-only birthday event and shared the experience on their social platforms.

Results & Evidence

MetricValue
Combined IG Followingabove 80K followers

Why Goho PR, Marketing & Events' strategy worked

  1. 1

    An invite-only format gives influencers a reason to attend and post that rests on access rather than payment, so a targeted guest list does the work a paid placement would otherwise do.

  2. 2

    An event built for sharing doubles as a content shoot, because the same party that produced influencer publicity also gave WagIt further social content for its own page.

  3. 3

    Selecting influencers for relevance rather than follower scale ties the guest list to the London community WagIt set out to build, which matters more for a booking platform than raw reach.

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