Authentic motorcycle clothing since 1936, Barbour International is home to the original biking jacket. After opening a first dedicated store in 2013, and building on a brand new eCommerce presence, we launched the brand’s first social campaign: The Barbour International Tour.
We uncovered insights about the audience, making novel use of Facebook’s Graph Search and Ad Tools. We then infused these with the adventurous attitude of the brand and then tracked Barbour International into the territory of ‘discovering new places’, creating a series of shorts spanning travel, art, and urban culture; the natural home was Instagram.
We paired 11 top Instagram photographers with 11 up-and-coming directors around the world to showcase the new Barbour International Collection.
Both a tour of their inspiring places and an exploration of what can be achieved in fifteen seconds of video, each film showed viewers the hidden sights of a different city, driving 55k Organic Interactions – that’s Likes, Comments, Shares and Video Views on posts by Barbour International, the Directors, and their Protagonists.
Building on this momentum, Barbour International launched a global Instagram film challenge, where we invited the worldwide community to show us their #InspiringPlaces in 15 seconds.
We worked with the global Instagramers network, tapping into their highly engaged local communities to spread the word outwards from Manila, to Manchester, to Malmö and beyond, as well as within the IGers network. This was essential in extending the reach for the campaign while maintaining a modest media budget.
We saw thousands of high quality entries, resulting in an organic and seeded reach of 567k for the challenge, and 410k overall campaign engagements, accounting to a total cost per interaction of 18 pence.
A motoring start in digital, for a brand with a truly powerful heritage. Keep your eyes peeled for more to come for Barbour International.
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