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Royal Albert launches global influencer campaign with Miranda Kerr

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By Naomi Taylor | Client Services Manager

March 17, 2017 | 3 min read

Royal Albert, renowned makers of fine bone china teaware, have launched their first global influencer campaign ‘Around the World with Miranda Kerr’, with creative agency Cult LDN.

Royal Albert continues its journey in 2017 with acclaimed supermodel and entrepreneur Miranda Kerr extending her stylish capsule collection by 12 new gifting sets and teaware pieces in Miranda’s signature peony and butterfly design on stylish pastel back-drops; all made in fine china.

Cult LDN, who have previously worked on breakthrough campaigns with Agent Provocateur, Katy Perry, Calvin Klein and Marc Jacobs, will now be tasked with developing and executing a global influencer strategy that the brand will take to social, alongside a host of online influencers.

To launch the new pieces, six key travel and lifestyle influencers from key markets in the UK, Australia, US and Korea have created their own view of the Miranda Kerr for Royal Albert collection; showcasing the collection by inviting followers to see how it fits into their busy, stylish lives. This will be brought to life through a series of beautiful videos, animations and stills which will sit on both the influencers channels and that of Royal Albert.

Eva Ziegler, senior vice president English crystal and living at Royal Albert, said: “We are delighted with our continued relationship with Miranda Kerr, renowned supermodel, incredible philanthropist and successful entrepreneur. Her personal values of fun, friendship and empowerment, perfectly embody the essence of the Royal Albert brand as well as being embraced by women worldwide.

Working with Cult LDN to lead our first global influencer campaign, Around The World with Miranda Kerr, has been an exciting process; gaining real insight into how the Miranda Kerr For Royal Albert is so valued by consumers and influencers from all around the world.”

Bridey Lipscombe, chief executive officer and co-founder of Cult LDN commented on the launch of the campaign: “We are incredibly excited about our collaborating with Royal Albert on the Around the World campaign.

The combination of working with such a quintessential brand, beautiful products and incredible talent has brought together a global influencer campaign that really showcases the charming collection"

Partnering with Miranda Kerr on the The ‘Around The World’ campaign will be @The- BlondeAbroad, @SeeWantShop, @KkarmaLove, @BelleandBunty, @TheTiaFox and @nizinanj- jang.

Cult LDN is a creative communications agency based in Shoreditch.

Marketing Influencer Marketing Social Media

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CULT

Cult's ideas and insight take some of the world’s biggest beauty, fashion, luxury and wellness brands beyond their comfort zone to drive tangible business value. Founded in London in 2012 by Bridey Lipscombe and Cat Turner, we launched a New York studio in 2018, a global production house in 2019, and now have over 40 staff and an annual turnover of $8m.

Our innovative campaigns deliver authority, personality and relevance for our clients, be they legacy brands or start-ups. New business wins in 2019 included ELEMIS, Burberry, ghd, Rodan + Fields, Kopari and Pepsi-Lipton International’s latest plant powered energy drink YULA. Existing clients Sally Hansen, dunhill and Coty also extended our creative remit. Cult have worked with icons including Beyoncé, Katy Perry, Vivienne Westwood and Lady Gaga, while also recently being the first agency to develop a social drop-model for Marc Jacobs, which generated a sales uplift of over 250%.

The business’ R&D arm launched Mindscape, a mental health voice app for Amazon Alexa and Google Home, in conjunction with charity Mind. The app received critical acclaim and Mindscape 2.0 will be launched later in the year. Cult have recently appointed a new Head of Strategy, Charlotte Bunyan, their first Communications Director, Hugo Eyre-Varnier and signed award-winning futurist author Lucie Greene to collaborate on Cult Futures, their new insight and incubation program.

Clients include :

M.A.C Cosmetics, ELEMIS, Nike, Burberry, Sally Hansen, GHD, Kopari, Rodan + Fields, Amazon Fashion, Pepsico, Umbro, St. Tropez, Revlon Professional, FarFetch, Sarah Jessica Parker Fragrances, Agent Provocateur, Royal Salute, Kurt Geiger, Tod's

Awards include :

2018: Shortlisted Campaign's Independent Agency of the Year, The Drum Independent Agency of the Year Top 100 2017: The Drum Network Social Media Agency of the Year 2016: Brand Republic Agency of the Year 2015: BIMA Hot 100 (Agency Co-Founder Listed), Digital Mavericks, Top 10 (Both Agency Co-Founders listed) Clio Image Awards, Experiential (winner)

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