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Engaging the Social Explorer with Berghaus

Berghaus · Case Study

client

Then

Faced with a challenging competitive landscape, and an elevated brand message, Berghaus® wanted to connect with a new generation of outdoor enthusiasts. “Social Explorers” were highlighted as a key demographic in this new generation, and Jaywing PR was appointed to put Berghaus right at the heart of this audience and conversation.

To achieve this, Jaywing PR created and executed a compelling influencer marketing strategy, to engage with Social Explorers and bring the Berghaus® brand to life.

Goals

  • Create excitement and buzz around Berghaus® amongst Social Explorer influencers and position them as the brand of choice for this demographic.
  • Increase engagement online with Social Explorers through regular, on-brand activity with influencers
  • Increase engagement levels through the brand's own social channels

Now

The first phase of any successful influencer marketing campaign lies with the right target audience.

Insight and analysis

Our demographic of Social Explorers was chosen, as we knew they would be able to provide true influence to an audience that would want to engage with Berghaus®. Using tools such as YouGov profiles, we could see that this audience would provide the best ROI. People in this demographic typically spend £237 a year on outdoor clothing, regularly hike or trek in the local countryside and share their experiences, photos and thoughts via social media.

Identification

Using a range of tools, from our in-house tool Whisper, which identifies key influencers on Twitter, to databases such as Influencer Intelligence, the team put together a bespoke list of influencers. They were chosen based on their relevance and their ability to engage with the Social Explorer demographic.

 

 

Outreach

To engage these influencers, we created a robust outreach plan with tactical approaches and creative campaigns with clear deliverables agreed up front. We capitalised on key dates to gain maximum exposure for the campaign, focusing on the start of the new year. Our core campaigns were:

First Foot - encouraging Social Explorers to brave the elements and take their family, friends and partners outside to make their first memories of the New Year.

Silver Lining Sunday - To tie into the Blue Monday online conversation, we challenged bloggers to banish the negative connotations of the day by heading outdoors on the Sunday before to start the week off right. This campaign was supported with a competition where entrants were asked to submit photos from their walk.

Do it Differently - Our Valentine’s Day campaign focused on getting couples to spend a romantic weekend outdoors, doing something different from the ‘traditional’ date night activities. The call to action for this campaign was Instagram story polls, both through Berghaus’ and the influencers’ channels.

The campaigns were underpinned by "always on" activity which included a climbing event with a Berghaus® ambassador, a channel takeover on Berghaus’ Instagram and multiple product review opportunities. We also developed supporting social content, including paid promotion to support the campaign activity to increase reach and engagement.

Results

15%

increase in the percentage of Social Explorers engaging with Berghaus®, creating a community of brand advocates.

A million

relevant impressions across Instagram, Twitter and Facebook

390,000

reach, from over 200 contributors creating over 349 social campaign posts

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