In 2022, Houston Ballet Nutcracker Market ushered in its premier shopping event, which kicks off the holiday season in Houston. Featuring some 270 merchants from across the country, this festive and essential fundraiser for Houston Ballet is a can’t miss tradition for its leagues of devoted fans.
While many of the Market’s audience have been loyal attendees for years or even decades, the Market realized the importance of connecting with the next generation of fans and followers – and that the social media influencers could be an exciting and effective way to reach this new audience in an impactful and authentic way. As a supplement to the traditional media relations campaign Elmore executes annually, we also engaged with local influencers to promote Nutcracker Market and its merchants.
Since the Market’s initial entry into influencer relations in 2017, the effort has grown – both as existing influencer relationships have evolved, and new ones have been initiated. Participating influencers raised awareness of Nutcracker Market, the unique merchants it hosts, ticket sales, and special events. Elmore helped identify influencers who could speak to a variety of audiences based on their individual follower demographic – i.e. mom bloggers, fashion bloggers, things to do in Houston pages, home décor pages, and those who devote special time or attention to holiday-focused events.
