Craghoppers is a worldwide outside attire model that’s on a mission to design essentially the most sustainable and progressive outside kits for each journey and setting. The model was based within the UK in 1965, and has since turn out to be recognized for its top quality equipment and top quality values — proudly standing towards the gender pay hole and fashionable slavery, and for sustainability, mindfully made merchandise, and company duty.
Craghoppers places this robust set of values on the middle of all the pieces it does, together with influencer advertising. Within the article beneath, 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 spotlight for his or her model and merchandise.
How Craghoppers Constructed a Artistic Influencer Advertising Marketing campaign with Traackr
Growing the artistic and value-driven influencer advertising 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 might by no means do a mass gifting marketing campaign. As an alternative we wished to do one thing that each our shoppers and influencer companions could be actually enthusiastic about, and, in fact, get them to what actually issues — the good open air.” — 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 target market 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 kind 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 shoppers care about? What do their lives appear to be, what makes them excited? How does our model and merchandise match into their life-style?
- Outlined the objectives and goals that they wished to attain with the marketing campaign. This included “commonplace” objectives, like # of mentions, impressions, video views, and common engagement charge. However the crew additionally set qualitative goals for themselves — for instance, they wished a marketing campaign that may convey Craghoppers’ values round sustainability and inclusion.
- Scouted out and introduced in related companions. On this case, the crew determined to associate with Northern Monk, a neighborhood brewing firm. Not solely did Northern Monk make sense on account of its adjoining trade (many UK outside people love a chilly beer after their journey), it additionally gave the crew the chance to get extra attain and impression 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 marketing campaign: 20 hidden golden tickets, 20 thrilling outside places, and a wide range of enjoyable prizes to be received, together with bespoke cans of Northern Monk beer, vouchers for Craghoppers’ kits, and a vacation Lake District, a preferred mountainous nationwide park in North West England.
Launching the influencer advertising marketing campaign
“We wished to associate with influencers for this marketing campaign with a purpose to guarantee it reached a wider viewers. Utilizing Traackr’s influencer advertising 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 marketing campaign’, as a result of we requested Craghoppers and Northern Monk workers to assist with hiding a number of of the golden tickets! In a manner this match completely with the theme of the marketing campaign — native outside 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 number of influencers that that they had labored with previously, they wished to associate some new influencers for this marketing campaign. So, the primary order of enterprise was to seek out and vet 10 nice influencer companions. To do that, they used Traackr’s influencer advertising platform to judge:
- Model affinity. By way of influencer sorts, the crew appeared for outside fanatics who may have a pure affinity for the Craghopper model. Utilizing Traackr, the crew may establish 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 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 associate’s previous content material efficiency, focusing particularly on engagement and video view charges. The crew was much less frightened 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 listing 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 advised every influencer that they might decide any outside 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 main points of the marketing campaign (how lengthy it will run, once they wanted to cover their tickets by, and so forth), the marketing campaign hashtag #ThisIsOurNorth, and a few gentle marketing campaign messaging with a purpose to guarantee alignment throughout content material.
Measuring influencer advertising marketing campaign success
“We have been so delighted with the outcomes from this marketing campaign! Along with its unimaginable efficiency on social, we acquired an awesome quantity of constructive suggestions from each the influencers and shoppers. We noticed people touring fairly far to seek 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 rapidly turned their highest performing Reel of all time. By way of total efficiency, This Is Our North turned Craghoppers’ highest performing social marketing campaign of 2023, leading to:
- 260K+ video views in the course of 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 night time.
- The model’s associate, Northern Monk, offered out the specialised line of beers that had been developed for the marketing campaign. The beer offered out in the course of the treasure hunt weekend and needed to be restocked the next Monday.
Final, Craghoppers used this marketing campaign as a method to drum up shopper curiosity for UGC (person generated content material). On the again of every specialised Northern Monk can was a immediate for every shopper to take a photograph, after which put up it on social media with #ThisIsOurNorth with a purpose 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 12 months. 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.
