award of merit
britt@pbandseattle.com
The overall influencer playbook for attractions is tired: comp a crowd of creators, pray for posts, call it a campaign. But for Seattle Christmas Market—a European-style holiday village still finding its footing here—we refused to run it.
They didn't need more content. They needed one person whom people actually trusted.
So we cast a Holiday Host. Local creator Allison Hulsey (@seattletastyvibes) built her following on honest "is it worth it?" takes—the kind where her comments read like a group chat, not a fan club. She wasn't chosen for reach. She was chosen for a relationship.
From opening night to the final weekend, Allison didn't drop in—she embedded. Daily, in-the-moment coverage: the first glühwein on a cold night, the least-crowded windows, the best route, the right corner for date night or girls' night, or a family with a stroller. She showed up with her friends, her family, her fiancé—so her followers could see themselves there, not just her.
Then the brand did something smarter than most: they made Allison the face of their own channels. Her clips, hot takes, and Q&As ran through Seattle Christmas Market's Instagram and TikTok—turning the brand feed from a promo reel into a living FAQ. "Is it stroller-friendly?" "When's it least crowded?" "What's actually worth the splurge?" One trusted voice, answering in real time.
This wasn't an influencer activation. It was a casting decision.
The result shifted behavior, not just metrics.
Comments moved from "this looks cute" to "we went Tuesday because Allison said it's quieter" and "we ordered the raclette because she wouldn't shut up about it." People started recognizing her at the Market. Referencing her tips when they arrived. Following her before they showed up.
Not from one-off posts, but from consistent familiarity built over weeks. Instagram and Facebook followings increased by over 20%, while TikTok nearly doubled. That same organic video style translated to paid social, delivering a ROAS of 11.66.
One face. Many moments. A holiday host who became part of the tradition itself.
