Craghoppers is a world outside attire model that’s on a mission to design probably the most sustainable and revolutionary outside kits for each journey and atmosphere. The model was based within the UK in 1965, and has since change into identified for its prime quality equipment and prime quality values — proudly standing towards the gender pay hole and fashionable slavery, and for sustainability, mindfully made merchandise, and company accountability.
Craghoppers places this sturdy set of values on the heart of every thing it does, together with influencer advertising. Within the article beneath, Becky Brooks, world social media supervisor at Craghoppers shares how her group 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 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 a substitute 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 nice outdoor.” — Becky Brooks, world social media supervisor at Craghoppers
Becky and her group wished to construct consciousness for Craghoppers and create pleasure and engagement amongst their target market forward of their autumn 2023 assortment launch. The group knew they wished to interrupt away from the established order and take a look at one thing new, thrilling, and enjoyable. With a view to determine what kind of marketing campaign made most sense for his or her model, the group:
- Did an viewers content material evaluation. They requested themselves: what do our shoppers care about? What do their lives appear like, what makes them excited? How does our model and merchandise match into their life-style?
- Outlined the targets and aims that they wished to attain with the marketing campaign. This included “commonplace” targets, like # of mentions, impressions, video views, and common engagement price. However the group additionally set qualitative aims for themselves — for instance, they wished a marketing campaign that might convey Craghoppers’ values round sustainability and inclusion.
- Scouted out and introduced in related companions. On this case, the group determined to accomplice with Northern Monk, an area brewing firm. Not solely did Northern Monk make sense as a consequence of its adjoining business (many UK outside people love a chilly beer after their journey), it additionally gave the group the chance to get extra attain and affect from their marketing campaign with out breaking the financial institution.
Primarily based on all of this, the group got here up with their “This Is Our North” influencer advertising marketing campaign: 20 hidden golden tickets, 20 thrilling outside areas, 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 accomplice with influencers for this marketing campaign with the intention 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 current community. We additionally sort of stretched the time period ‘influencer’ in ‘influencer advertising 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 means this match completely with the theme of the marketing campaign — native outside fans going the place they like to be probably the most!”— Becky Brooks, world social media supervisor at Craghoppers
Though Becky and her group already had a number of influencers that they’d labored with up to now, they wished to accomplice 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 platform to guage:
- Model affinity. When it comes to influencer varieties, the group regarded for outside fans who might have a pure affinity for the Craghopper model. Utilizing Traackr, the group might establish these people by looking via previous content material with particular key phrases.
- Locality. For the marketing campaign, the group 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 group then narrowed their influencer listing by evaluating every potential accomplice’s previous content material efficiency, focusing particularly on engagement and video view charges. The group was much less fearful about viewers dimension, as they felt that smaller tier influencers are sometimes higher at participating their audiences in an genuine means.
As soon as Becky and her group 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 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 group advised every influencer that they may decide any outside 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 could run, after they wanted to cover their tickets by, and many others), 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 have 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 shoppers. We noticed people touring fairly far to search out the tickets, and lots of of them mentioned that the marketing campaign made them really feel like a child once more.” — Becky Brooks, world 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 total efficiency, This Is Our North grew to become 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 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 in the course of the treasure hunt weekend and needed to be restocked the next Monday.
Final, Craghoppers used this marketing campaign as a technique 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 the intention to win £500 of Craghoppers merchandise.
Given the large success that the group 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 group are doing at Craghoppers, comply with the model on Instagram at @craghoppers.
