Case study
Synergy Product Launch
The outdoor clothing brand, Montane, was looking to launch a new collection of sustainable clothing, partnering with a clothing retailer, to exclusively bring the collection to market. The campaign looked to engage the existing outdoor market, promote the technical details of the new sustainable items, reach a new audience that may be unaware of the brand, and increase awareness of the products on sale.
Montane’s ambition was to promote the launch of the new collection to a wider audience while taking care not to isolate the core outdoor enthusiasts.
With a short timeline, a finite budget, and limited sample availability, it was decided that an intensive two-week influencer campaign would be designed to saturate the market. Messaging across all influencers needed to be consistent, conveying brand narratives and technical data, while also allowing for the genuine personalities of the influencers and the natural writing style. All content would need to be delivered in a short time period for maximum impact, convey clear brand messaging, while remaining authentic to followers.
Utilising specialist product knowledge, brand messaging awareness, and a clear briefing process, we utilised our existing influencer contacts to develop a targeted campaign to promote the Montane Synergy collection to two core audience groups: outdoor enthusiasts and outdoor novices. Reviewing our previous activity for Montane, we selected influencers with audiences that had alignment with the target market.
Each influencer received a clear brief alongside the product, to produce content that include product reviews, product in use, and lifestyle posts. We worked as the main point of contact for influencers, the brand, and the retail partner for end-to-end delivery and worked with each influencer to scope, deliver, and sign-off content that aligned with the brand values and maintained a genuine tone of voice.
Aligning with the wider marketing strategy of Montane, this campaign looked to position Montane as the performance choice in outdoor clothing and hold up the brand as a leader in fast and light products. The messages relayed by the influencers needed to outline the technical aspects of the products and demonstrate how this sets the brand apart from others in the industry.
Extensive research into the brand’s audience had been conducted by Montane which fed into every aspect of the overarching marketing strategy. For this campaign, the audience was two-fold. Activity was pitched at the existing core outdoor enthusiast, promoting the technical details of the new sustainable items, and a new audience, outdoor curious novices, those that may be unaware of the brand, but are interested in sustainable outdoor products.
This campaign engaged with 52 influencers across four social media platforms. The content consisted of product unboxings, product reviews, outdoor exploration, and lifestyle content. Working with outdoor specialists and lifestyle content creators, the content achieved over 1m reach across Instagram, TikTok, YouTube, and Facebook with over 46k likes and 1.7k comments.
