Matter Of Form partners with Diary Directory: Influencer Marketing Event

Category: News
22 Oct 2019
Read time: 3 MIN
Matter Of Form partners with Diary Directory: Influencer Marketing Event
Written By
MOF Team
MOF Team

Last Thursday, we partnered with Diary Directory to help deliver expert advice on the topic of the moment: Influencer Marketing. Holly Buckley, Director and Editor of Diary Directory welcomed approximately 70 guests from the beauty industry from L’Oréal, Chanel and Estee Lauder to GHD and Dyson.

The event was co-hosted by our Head of Social Media & Influencer Marketing, Rachel Clay who led a thought-provoking keynote presentation and shared a wealth of knowledge with our audience around how to create a successful & effective influencer strategy.

Rachel highlighted necessary strategies for brands to analyse and select the most appropriate influencers, focusing on the raw data and analytics behind influencer profiles. The importance of researching influencer content and visualising brands amongst their feed was promoted as essential to creating organic content.

Rachel Clay, Head of Influencer Marketing & Social Media at Matter Of Form


Rachel shared with the audience that investing in long term relationships with influencers heavily contributes to successful campaigns. Finally, the audience were reminded to focus on engagement instead of reach and the number of followers and to consider micro-influencers as a source to unlock high engagement, granted the content aligns with the audience of the influencer.

The presentation set the tone for an insightful hour-long discussion with the panel, where Rachel was joined by journalist Nadine Baggott, Content Creator Keshia East and expert Beauty Communications Consultant Georgina Billingham. The panellists discussed their experiences and shared insight about working in the influencer industry. Nadine and Keshia agreed that they prefer to work on campaigns with full involvement and collaboration from start to finish and shared the projects they have been most proud of, and the brands that inspire them (or fail to!) on social media. Georgie explained its natural for brands in the initial stages to be cautious but recommended giving influencers the freedom to be editorially independent.  

Panel Discussion: Nadine Baggott, Keshia East, Rachel Clay & Georgie Billingham.


We then opened up the floor to take questions from the very engaged audience and the evening wrapped up with drinks and networking. 

We’d like to thank the panellists, all those who came along and Diary Directory for the opportunity to partner on such a successful and insightful evening.


If you wish to learn more about Influencer Marketing and see how we could put some of our expertise into action, please get in touch via 

We are also very excited for Rachel to be running an Influencer Marketing Master Class on 8th November. Limited spaces remain so find out more and reserve your place via this link.


About Matter Of Form

Established in 2018, the Matter Of Form Group is a collection of four award-winning agencies united and bound together by a common set of ideas and values centred around the mantra ‘Make Change Effective’.

The group consists of Matter Of Form, FORM Commerce, Diffusion Digital and Experience Haus with clients spanning the property and real estate, retail, travel and hospitality, wellness, lifestyle, third sector, B2B sectors and beyond. Some of these brands include Aman Resorts, Belmond, Cadogan Estates, Corbin and King, Landmark Properties, Mary Katrantzou, Monique Lhuillier, Shanghai Tang, Shangri-La, The Rug Company, UNICEF, World Economic Forum, Karen Millen, Breitling, Savitri Foundation, Joel Robuchon, Lindblad Expeditions, The Collective, The School of Life & Thanos Hotel Group.

If you’d like to discuss how the Matter Of Form Group partner to provide strategic design and tech services, please get in touch via to arrange a time to speak with our team of consultants or visit For Press and Media enquiries, please contact Emma Blackmore, Group Marketing Director:

MOF Team

Published by MOF Team

We are a London-based Brand & Experience Design Agency delivering second-to-none experiences for forward-thinking luxury brands with something to say.