The Feria del Mueble de Yecla (FMY) is a professional furniture sector event in Spain, with national and international interest. Renowned for showcasing innovations, industry developments, and new talents alongside traditional expertise, FMY is an ongoing event for discovering trends, forging relationships, and strengthening alliances for over 30 years.
The Challenge
After over 30 successful years among the Spanish audience, FMY shifted its traditional strategy and decided to test the online grounds of digital channels to reach a new and international target audience and test their waters for the 2025 edition, starting with Portugal.
To boost FMY's presence on social media and expand its reach, particularly among the Portuguese audience, FMY reached out to JMR – a Porto-based digital marketing agency – to develop and launch a dynamic digital strategy.
This strategy, which needed to be developed, produced, and implemented quickly, included influencer collaborations and a giveaway campaign to promote the upcoming fair and enhance international visibility.
Our Approach
One big part of the client's request was to include in this new digital strategy a few of the most relevant influencers in the industry of architecture and decoration, as a quick path to reach their specific audience. Which was exactly what JMR did:
Influencer Collaborations
One of the selected influencers engaged in pre-fair promotion on Instagram, sharing information about the event and the giveaway through creative stories. Her large Portuguese follower base was key to increasing visibility and international interest.
The second chosen influencer was tasked with covering the event live through Instagram stories, sharing her experiences, and highlighting favorite brands and trends, thus promoting the fair and its exhibitors among her niche audience in architecture and decoration.
Giveaway Campaign
Goal: Promote FMY and increase Instagram followers by offering a two-night stay in Murcia, where the fair is held.
Execution: The giveaway was promoted via FMY’s Instagram post developed by JMR’s creative team, and further shared by the influencer in her stories, encouraging followers to like, comment, tag friends, and follow the account FMY for a chance to win.
Results of our Work
JMR’s suggested digital strategy significantly boosted FMY’s online presence, especially within the Portuguese audience. Both influencers successfully engaged their followers, creating a buzz around FMY. Their Instagram stories earned thousands of views, with an overall engagement rate of 200% more than average, also reflected in numerous likes and comments.
The giveaway campaign effectively increased FMY's followers and engagement on Instagram and the announcement was widely appreciated. The giveaway gathered a total of 79 participants and 236 entries.
Overall, this campaign enhanced FMY’s visibility in the Portuguese market and strengthened its social media presence, setting the stage for future international collaborations and new editions of this same event. The positive outcomes and high engagement levels underscore the effectiveness of integrating social media strategies to elevate event promotions and foster international connections.
