Craghoppers is a world out of doors attire model that’s on a mission to design essentially the most sustainable and progressive out of doors kits for each journey and surroundings. 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 fashionable slavery, and for sustainability, mindfully made merchandise, and company duty.
Craghoppers places this sturdy set of values on the heart of every little thing 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 Inventive Influencer Advertising Marketing campaign with Traackr
Growing the artistic and value-driven influencer advertising and marketing marketing campaign
“Intention and viewers experience had been each on the coronary heart of our artistic course of for this consciousness marketing campaign. Craghoppers stands for sustainability, so we knew we might by no means do a mass gifting marketing campaign. As a substitute we wished to do one thing that each our customers and influencer companions can be really enthusiastic about, and, after all, get them to what actually issues — the nice outdoor.” — Becky Brooks, international social media supervisor at Craghoppers
Becky and her crew wished to construct consciousness for Craghoppers and create pleasure and engagement amongst their audience forward of their autumn 2023 assortment launch. The crew knew they wished to interrupt away from the established order and take a look at one thing new, thrilling, and enjoyable. So as to work out 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 seem like, what makes them excited? How does our model and merchandise match into their life-style?
- Outlined the objectives and aims that they wished to realize with the marketing campaign. This included “customary” objectives, like # of mentions, impressions, video views, and common engagement price. However the crew additionally set qualitative aims for themselves — for instance, they wished a marketing campaign that will 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, an area brewing firm. Not solely did Northern Monk make sense because of its adjoining business (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 influence from their marketing campaign with out breaking the financial institution.
Primarily based 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 wished to companion with influencers for this marketing campaign with the intention to guarantee it reached a wider viewers. Utilizing Traackr’s influencer advertising and marketing platform, we discovered a couple of new, native influencers so as to add into our present community. We additionally sort 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 couple of of the golden tickets! In a manner this match completely with the theme of the marketing campaign — native out of doors fanatics going the place they like to be essentially the most!”— Becky Brooks, international social media supervisor at Craghoppers
Though Becky and her crew already had a couple of influencers that they’d labored with up to now, they wished 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. By way of influencer varieties, the crew appeared for out of doors fanatics who might have a pure affinity for the Craghopper model. Utilizing Traackr, the crew might establish these people by looking out by previous content material with particular key phrases.
- Locality. For the marketing campaign, the crew wanted influencers who had been positioned in Northern England and Scotland. Traackr’s influencer advertising and marketing platform permits entrepreneurs to seek for prime influencers by location (additionally their viewers’s location).
- Efficiency metrics. The crew then narrowed their influencer record 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 participating their audiences in an genuine manner.
As soon as Becky and her crew confirmed their record of influencers, they reached out to every of them letting them know that they wished 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 instructed 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 could run, once they wanted to cover their tickets by, and so forth), the marketing campaign hashtag #ThisIsOurNorth, and a few mild marketing campaign messaging with the intention to guarantee alignment throughout content material.
Measuring influencer advertising and marketing marketing campaign success
“We had been so delighted with the outcomes from this marketing campaign! Along with its unbelievable efficiency on social, we obtained an awesome quantity of constructive suggestions from each the influencers and customers. We noticed people touring fairly far to search out the tickets, and lots of of them stated 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 turned their highest performing Reel of all time. By way of general efficiency, This Is Our North turned 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 had been discovered — influencers hid tickets on Friday and all of them had been discovered by Sunday night time.
- The model’s companion, Northern Monk, bought out the specialised line of beers that had been developed for the marketing campaign. The beer bought out throughout the treasure hunt weekend and needed to be restocked the next Monday.
Final, Craghoppers used this marketing campaign as a solution to drum up client curiosity for UGC (consumer generated content material). On the again of every specialised Northern Monk can was a immediate for every client to take a photograph, after which publish it on social media with #ThisIsOurNorth with the intention to win £500 of Craghoppers merchandise.
Given the large success that the crew noticed with this inaugural marketing campaign, they plan to do it once more subsequent yr. Within the meantime, if you wish to keep updated on the superb work that Becky and her crew are doing at Craghoppers, comply with the model on Instagram at @craghoppers.
