Driving Organic Awareness
To spotlight Vogue: Inventing the Runway, Lightroom’s immersive exhibition exploring the evolution of the catwalk, we developed an influencer campaign designed to drive organic awareness , boost engagement, and ultimately get people through the door.
We curated a line-up of culturally relevant creators, each chosen to connect with Lightroom’s audience in a different way and briefed them across three distinct creative routes to highlight the exhibition’s immersive visuals, sound, and storytelling. From fashion-first edits to experience-led content , each asset leaned into the creator’s authentic style while anchoring the key campaign messaging.
The campaign ran across TikTok and Instagram and was supported with paid media to enhance reach and maximise conversion. It resulted in over 1.6M impressions , 13K engagements and importantly contributing to a high uplift in sales and awareness .
This campaign proved the power of combining cultural institutions with creator-led storytelling, helping position Lightroom as a must-visit destination for Londoners and fashion fans alike.
