How an influencer-led campaign resulted in record organic reach
In January 2017, New Look Men launched their first activewear range. With a Swedish Muay-Thai fighter as their sportswear ambassador, a paid online campaign up and running and national press strategy in place, we were tasked with achieving as much awareness and engagement as possible through a social media campaign.
By providing an unforgettable and unique experience, our influencers over-delivered on their content requirements, leading to better metrics than we could have dreamed of
By taking advantage of existing relationships between the team and an influencer agency, we pulled in three fitness and menswear influencers to help give us a reach that would not be possible without considerable ad spend. We then flew our influencer trio out to Sweden to spend a night in Stockholm and have a masterclass Muay-Thai fitness class with our very own champion.
By providing an unforgettable and unique experience, and carefully choosing who we took on the trip (all three influencers knew each other well already), our influencers over-delivered on their content requirements, leading to better metrics than we could have dreamed.
Why It Worked
Before the trip, we agreed with each influencer that they would post a minimum of two times whilst on the trip. However, knowing the trip we had planned for them (all wearing head to toe New Look Men the whole weekend), we knew they wouldn't be able to resist posting to their dedicated and targeted fan-base. They didn't disappoint.
Over the course of the two day trip, our trio posted 13 times collectively - more than double the number we contractually agreed to. Every post garnered huge interactions and engagements and we were tagged in every post without needing to remind them to do so. This led to the campaign gaining more organic views, reach and engagement than the paid activity that preceded it.
The Numbers
- 24 posts
- 37.1 million+ reach
- 1.8 million+ engagements
- 307 thousand+ views
- Activewear collection sold out