The Barbour International Tour is a global series of Instagram films about #inspiringplaces, shot and edited in-phone, and cleverly informed by a new social data-led brand strategy from yours truly, This Here.
We’ve been working with Barbour on the Barbour International brand since last summer. It’s a clothing line inspired by the company’s motorcycle heritage, and after months of research and preparation, this week we launched the brand’s first social campaign. Following the Autumn launch of Barbour’s eCommerce site, digital was a key driver.
Rebecca Cairney, Barbour’s Digital Manager said:
“We’ve been carefully building our social and digital activity, with our customers at the centre. The response has been overwhelming - a third of what we post on social comes from our customers’ own photos or archive material. Building on this, we’ve been able to invest in clever insights and strategy. We increasingly use data from the social web to better understand what makes our audience tick and even inform our product development, and this campaign was no different.”
Since taking this data-led creative approach, Barbour’s social channels have out-paced adjacent brands, making progress without significant paid media investment. We’ve now brought these lessons to Barbour International and are excited promoting the brand using a fresh approach to social marketing.
Fig 1. Interest Mapping developed from Facebook Graph Search and Ad Planning Tools using connected groups of Barbour International’s adjacent brands (the names of adjacent brands are redacted, and replaced with letters A-E).
WE STARTED WITH SOCIAL DATA POWERED INSIGHTS
We applied emerging ‘Interest Mapping’ techniques (Fig. 1) to identify and build an audience profile looking at Barbour International and its adjacent brands. Using Facebook’s Graph Search and Ad Planning Tools, we uncovered common interests spanning urban culture, international travel editorial and independent film, and a small but underlying interest in motorcycling culture.
We found that third of Barbour International’s audience are classed as regular travellers (50% more than the control group), and they’re less likely to be homebodies, with ~40% more than average having moved away from their home town. Over a quarter are classed by Facebook as Early Adopters and are 3x more likely to use photo uploading (either via Instagram or Facebook Mobile).
By combining research insights with the adventurous attitude of the brand, we decided to track Barbour International into the creative territory of discovering new places. Our first campaign in this space is the Barbour International Tour, a series of shorts spanning travel, urban culture, and of course Instagram.
THE BARBOUR INTERNATIONAL TOUR
We paired 11 top Instagrammers with 11 up-and-coming directors around the world to showcase the new Barbour International collection. Together, they created a series of fifteen second films that showcase the collection in their #inspiringplaces, filmed and edited purely on iPhone.
Both a tour of #inspiringplaces via top Instagrammers and an affirmation what you can achieve with Instagram video on your phone, the films take our viewers to the hidden side of each city, skipping past the usual landmarks of mainstream travel guides.
FILM 1: SOHO, NEW YORK
“The best thing about video on social media is its compressed format. By having a time limit, it forces you to be creative about telling a story. And the functionality of a touch-screen device makes it simple to execute a well-made video with great technical effects.” @aguynamedpatrick on the creative restrictions and thus freedom of Instagram video.
“Doing this video was a big challenge. We spent 12 hours non-stop-shooting in NYC using stop motion: frame by frame.” @danilolauria reflecting on the challenge of the brief from Barbour International.
FILM 2: BERLIN
In this film, the viewer spins around @davidgnad as he is transported between his #inspiringplaces in Berlin. Director @polponsarnau turned the in-phone restriction to his advantage by attaching the iPhone to a custom built rotating heli-dolly, mounted on @davidgnad’s back, giving us a 360° view of his #inspiringplaces.
THE SERIES OF 11 FILMS
Subsequent films on the Tour will take us to #inspiringplaces in Barcelona, Copenhagen, Istanbul and beyond. The protagonists range from writers to makers, featuring @nikolajthaning, @sejkko, @bobbyanwar, @sefayamak, @fanellas, @piluro and more.
Barbour International will be building on this through February and March, as Instagrammers worldwide start to send in their own #inspiringplaces films, in a global instagram film challenge (more on that at a later date).