December 2017 - January 2018: Future Duchess, Meghan Markle, has been wearing different pieces from Canadian jewelry band, Maison Birks, at nearly every royal appearance in the United Kingdom over the last few months since announcing her engagement to Prince Harry. Photos from each press appearance are purchased as soon as they’re live for use on Birks social media. UTM trackable links of the products are included in the marketing posts on Facebook, Instagram Stories, Twitter and Pinterest. The Birks Snowflake Round Jacket Earrings were worn twice by Meghan and sold out.
My responsibility during the days Meghan Markle wears Birks jewelry is to post on social all accounts in a timely fashion, create trackable links for all products, develop content on Instagram Stories using press editorial, manage the increased engagement with fans, and report on social analytics and insights.
In December and January, Meghan Markle wore Maison Birks on four occasions. The content Birks created and posted around these events attributed for a total reach of 383K, 502K total impressions and 18K total engagements. Meghan Markle content posts overall were top performers for both months.