Craghoppers is a world out of doors attire model that’s on a mission to design essentially the most sustainable and modern out of doors kits for each journey and atmosphere. The model was based within the UK in 1965, and has since change into recognized for its top quality package and top quality values — proudly standing towards the gender pay hole and trendy slavery, and for sustainability, mindfully made merchandise, and company accountability.
Craghoppers places this robust set of values on the heart of every part it does, together with influencer advertising and marketing. Within the article beneath, Becky Brooks, international social media supervisor at Craghoppers shares how her workforce 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 and marketing Marketing campaign with Traackr
Growing the Inventive and Worth-Pushed Influencer Advertising and marketing Marketing campaign
“Intention and viewers experience had been each on the coronary heart of our inventive 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 needed to do one thing that each our shoppers and influencer companions can be actually enthusiastic about, and, after all, get them to what actually issues — the nice outside.” — Becky Brooks, international social media supervisor at Craghoppers
Becky and her workforce needed to construct consciousness for Craghoppers and create pleasure and engagement amongst their target market forward of their autumn 2023 assortment launch. The workforce 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 work out what kind of marketing campaign made most sense for his or her model, the workforce:
- 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 way of life?
- Outlined the objectives and goals that they needed to realize with the marketing campaign. This included “customary” objectives, like # of mentions, impressions, video views, and common engagement price. However the workforce 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 workforce determined to accomplice with Northern Monk, a neighborhood brewing firm. Not solely did Northern Monk make sense on account of its adjoining trade (many UK out of doors of us love a chilly beer after their journey), it additionally gave the workforce 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 workforce got here up with their “This Is Our North” influencer advertising and marketing marketing campaign: 20 hidden golden tickets, 20 thrilling out of doors areas, and quite a lot 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 accomplice with influencers for this marketing campaign in an effort 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 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 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 workforce already had a number of influencers that that they had labored with prior to now, they needed to accomplice 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 marketing platform to judge:
- Model affinity. When it comes to influencer sorts, the workforce regarded for out of doors fanatics who may have a pure affinity for the Craghopper model. Utilizing Traackr, the workforce may determine these of us by looking by previous content material with particular key phrases.
- Locality. For the marketing campaign, the workforce wanted influencers who had 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 workforce then narrowed their influencer listing by evaluating every potential accomplice’s previous content material efficiency, focusing particularly on engagement and video view charges. The workforce was much less fearful 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 workforce 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 may 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 workforce advised every influencer that they may decide any out of doors location that meant one thing to them, so long as it was within the North of England or Scotland.
- Quick marketing campaign briefs that included the small print of the marketing campaign (how lengthy it will run, after they wanted to cover their tickets by, and so on), the marketing campaign hashtag #ThisIsOurNorth, and a few gentle marketing campaign messaging in an effort 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 unimaginable efficiency on social, we acquired an awesome quantity of constructive suggestions from each the influencers and shoppers. We noticed of us touring fairly far to seek out the tickets, and plenty 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. When it comes to 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 evening.
- The model’s accomplice, 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 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 submit it on social media with #ThisIsOurNorth in an effort to win £500 of Craghoppers merchandise.
Given the huge success that the workforce 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 workforce are doing at Craghoppers, observe the model on Instagram at @craghoppers.
