If you haven’t been OBSESSED with the recent wedding of Sofia Richie and Elliot Grainge then where have you been?
The pair tied the knot last month in the South of France and the lavish three day event has been dubbed the wedding of the year by some and completely took over our socials!
From a star-studded guest list to a trio of designer dresses, the wedding had everything to make it an internet sensation (including real time updates from the bride herself). Sofia’s active use of Instagram and TikTok throughout her wedding weekend created a buzz that captivated fans and left them wanting more.
But what marketing lessons can we take from this?
Let’s dive in and look at the different marketing tactics we can learn…
Don’t underestimate real-time marketing
This marketing technique means to act in real or near-real time. It’s a great way to get in front of and convert an audience and that’s exactly what happened here.
Days before the wedding celebrations began Sofia’s team strategically launched her TikTok account where she began posting exclusive behind-the-scenes content that drew fans in and built suspense. Guests, including celebrities and influencers, were also encouraged to post in real-time.
This tactic created an immersive experience that left fans feeling involved and ultimately led to Sofia’s brand new TikTok account reaching over 900,000 followers in just one week.
Audiences care about authenticity
Authenticity isn’t just another buzzword, it’s key when it comes to content and building your personal brand.
In a series of videos posted on Sofia’s TikTok channel she appears genuine, making her more relatable for those watching.
Sofia was able to build up a direct connection with her audience by being open and talking casually about spending too long in the sun, losing her voice, and being excited about her wedding celebrations (things people can relate to)!
Find a niche
In the lead up to her wedding Sofia’s image had a total rebrand and by doing so she found her niche. Sofia’s elevated image (from party girl to ‘it’ girl) and opulent wedding tapped into the ‘old money’ aesthetic.
The term ‘old money’ – and the lifestyle that comes with it – has been a point of interest for decades with the demand only growing thanks to social media and popular culture.
With an iconic setting on the French Riviera, three custom Chanel dresses, and much more, Sofia’s content appealed to those who love the idea of elegance, class, and luxury.
Make the most of influencer marketing
We know that influencer marketing has become one of the most popular marketing tactics and this is a prime example.
Sofia showcased numerous beauty brands in her ‘get ready with me’ videos, but one stood out more than any other. Founded in 2014, Nudestix is a Toronto based beauty brand that prides itself on creating natural, easy to use products that can be used on the go.
At the end of last year Sofia was named as the first Nude beauty director. Her use of the products to achieve her natural, healthy glow was an incredibly smart marketing campaign that caused sales to skyrocket!
Nudestix wasn’t the only brand to see the effects of Sofia’s wedding. Lyst, an online fashion platform that closely monitors fashion trends, reported a 300% increase in online searches for Chanel.
Plan in advance
As marketers we know that preparation is key and (clearly) so did Sofia’s team!
With a hard launch on social media and a partnership with Vogue, everything was planned perfectly to ensure that Sofia’s wedding became all everyone was talking about.
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