I haven't been able to go on Instagram this week without seeing EVERYONE I follow posting photos from Mullberry at Wilderness festival. I am #welljel. Mulberry hit the festival to celebrate the line of handbags model of the moment Cara Delevingne has designed with Mulberry. The brand hosted a picnic at the arts festival, invited loads of Cara's cool celeb mates, added some press and lots of Champagne filled picnic baskets. With a combination like that, no wonder it was a great success.
This event has Instagram written all over it, which is a great for any brand these days. The picnic's setting was typical Mulberry: a walled garden in the
grounds of a beautiful English estate, which was decorated with hay bales set amongst the purposefully over-grown grass,
golden heart-shaped balloons imprinted with the iconic Mulberry logo, a 'Cara-Van' and Mulberry-check picnic blankets to top it off.
Not only did they host the chicest festival picnic ever for press and celebs, they also created a 'Mulberry Loves Craft' tent that allowed festival go-ers (and yes that's the dreamboat Douglas Booth having a go too in the image below..) to make their own customised and monogrammed Mulberry leather bracelets. This is a great idea that allows for interaction with the brand, and gives people the chance to have a slice of Mulberry, even if they can't afford a Bayswater or Cara for that matter.
If like me you weren't lucky enough to go to Wilderness festival, Mulberry fans have the chance to win their own leather bracelet, as well as a Cara
Delevingne Collection tote and newspaper by sharing a picture of their
best homemade and handmade creations on Instagram with
#MulberryLovesCraft and @Mulberry_Editor included in the post. This is a fantastic way to promote consumer engagement and creates free advertising for the brand.
The
association with Wilderness festival gives the brand a cool and current
image and shows they have a fun and humble personality that's not
afraid to get a little bit muddy.
Talk about festival chic.
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