Craghoppers is a world out of doors attire model that’s on a mission to design probably the most sustainable and revolutionary out of doors kits for each journey and setting. The model was based within the UK in 1965, and has since grow to be recognized for its prime quality package and prime quality values — proudly standing in opposition to the gender pay hole and trendy slavery, and for sustainability, mindfully made merchandise, and company accountability.
Craghoppers places this sturdy set of values on the middle of the whole lot it does, together with influencer advertising and marketing. Within the article under, Becky Brooks, international social media supervisor at Craghoppers shares how her crew used creativity and the love of the outside to garner buzz and a focus for his or her model and merchandise.
How Craghoppers Constructed a Artistic Influencer Advertising and marketing Marketing campaign with Traackr
Creating the artistic and value-driven influencer advertising and marketing marketing campaign
“Intention and viewers experience have been each on the coronary heart of our artistic course of for this consciousness marketing campaign. Craghoppers stands for sustainability, so we knew we’d by no means do a mass gifting marketing campaign. As an alternative we needed to do one thing that each our customers and influencer companions can be actually enthusiastic about, and, in fact, get them to what actually issues — the good outside.” — Becky Brooks, international social media supervisor at Craghoppers
Becky and her crew needed to construct consciousness for Craghoppers and create pleasure and engagement amongst their target market forward of their autumn 2023 assortment launch. The crew knew they needed to interrupt away from the established order and take a look at one thing new, thrilling, and enjoyable. As a way to determine what sort of marketing campaign made most sense for his or her model, the crew:
- Did an viewers content material evaluation. They requested themselves: what do our customers care about? What do their lives appear like, what makes them excited? How does our model and merchandise match into their way of life?
- Outlined the targets and goals that they needed to attain with the marketing campaign. This included “commonplace” targets, like # of mentions, impressions, video views, and common engagement fee. However the crew additionally set qualitative goals for themselves — for instance, they needed a marketing campaign that might convey Craghoppers’ values round sustainability and inclusion.
- Scouted out and introduced in related companions. On this case, the crew determined to companion with Northern Monk, a neighborhood brewing firm. Not solely did Northern Monk make sense resulting from its adjoining trade (many UK out of doors people love a chilly beer after their journey), it additionally gave the crew the chance to get extra attain and affect from their marketing campaign with out breaking the financial institution.
Based mostly on all of this, the crew got here up with their “This Is Our North” influencer advertising and marketing marketing campaign: 20 hidden golden tickets, 20 thrilling out of doors places, and a wide range of enjoyable prizes to be gained, together with bespoke cans of Northern Monk beer, vouchers for Craghoppers’ kits, and a vacation Lake District, a well-liked mountainous nationwide park in North West England.
Launching the influencer advertising and marketing marketing campaign
“We needed to companion with influencers for this marketing campaign to be able to guarantee it reached a wider viewers. Utilizing Traackr’s influencer advertising and marketing platform, we discovered a number of new, native influencers so as to add into our present community. We additionally type of stretched the time period ‘influencer’ in ‘influencer advertising and marketing marketing campaign’, as a result of we requested Craghoppers and Northern Monk staff to assist with hiding a number of of the golden tickets! In a method this match completely with the theme of the marketing campaign — native out of doors fans going the place they like to be probably the most!”— Becky Brooks, international social media supervisor at Craghoppers
Though Becky and her crew already had a number of influencers that that they had labored with previously, they needed to companion some new influencers for this marketing campaign. So, the primary order of enterprise was to search out and vet 10 nice influencer companions. To do that, they used Traackr’s influencer advertising and marketing platform to judge:
- Model affinity. When it comes to influencer varieties, the crew appeared for out of doors fans who may have a pure affinity for the Craghopper model. Utilizing Traackr, the crew may determine these people by looking out by means of previous content material with particular key phrases.
- Locality. For the marketing campaign, the crew wanted influencers who have been situated in Northern England and Scotland. Traackr’s influencer advertising and marketing platform permits entrepreneurs to seek for high influencers by location (additionally their viewers’s location).
- Efficiency metrics. The crew then narrowed their influencer listing by evaluating every potential companion’s previous content material efficiency, focusing particularly on engagement and video view charges. The crew was much less anxious about viewers dimension, as they felt that smaller tier influencers are sometimes higher at partaking their audiences in an genuine method.
As soon as Becky and her crew confirmed their listing of influencers, they reached out to every of them letting them know that they needed them to be paid companions. Each influencer that agreed to the partnership was then despatched:
- Gifted Craghoppers kits, so they might incorporate the merchandise into their content material (although this was not a requirement).
- 1 – 2 bodily golden tickets to cover in a location of their selecting. Becky and her crew informed every influencer that they might decide any out of doors location that meant one thing to them, so long as it was within the North of England or Scotland.
- Brief marketing campaign briefs that included the small print of the marketing campaign (how lengthy it might run, once they wanted to cover their tickets by, and so on), the marketing campaign hashtag #ThisIsOurNorth, and a few mild marketing campaign messaging to be able to guarantee alignment throughout content material.
Measuring influencer advertising and marketing marketing campaign success
“We have been so delighted with the outcomes from this marketing campaign! Along with its unbelievable efficiency on social, we acquired an awesome quantity of optimistic suggestions from each the influencers and customers. We noticed people touring fairly far to search out the tickets, and plenty of of them mentioned that the marketing campaign made them really feel like a child once more.” — Becky Brooks, international social media supervisor at Craghoppers
Beginning off with a bang, the Instagram Reel that Craghoppers posted to announce the marketing campaign shortly grew to become their highest performing Reel of all time. When it comes to general efficiency, This Is Our North grew to become Craghoppers’ highest performing social marketing campaign of 2023, leading to:
- 260K+ video views throughout the marketing campaign interval
- Common engagement charges of seven%+
- 200K+ impressions on influencer content material
Additionally, with in two days:
- All tickets have been discovered — influencers hid tickets on Friday and all of them have been discovered by Sunday evening.
- The model’s companion, Northern Monk, offered out the specialised line of beers that had been developed for the marketing campaign. The beer offered out throughout the treasure hunt weekend and needed to be restocked the next Monday.
Final, Craghoppers used this marketing campaign as a technique to drum up client curiosity for UGC (person generated content material). On the again of every specialised Northern Monk can was a immediate for every client to take a photograph, after which put up it on social media with #ThisIsOurNorth to be able to win £500 of Craghoppers merchandise.
Given the huge success that the crew noticed with this inaugural marketing campaign, they plan to do it once more subsequent 12 months. Within the meantime, if you wish to keep updated on the wonderful work that Becky and her crew are doing at Craghoppers, comply with the model on Instagram at @craghoppers.
