Barbour Intl' #InspiringPlaces

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Barbour Intl' #InspiringPlaces

THE CHALLENGE

Barbour International is Barbour’s younger, rebellious sibling brand. In 2014, we were approached to help raise awareness and visibility around it. 

We made a plan: create new social channels for Barbour International, with content tailored to an audience we cleverly identified, and launch it hand it hand with microinfluencers who’d spread the brand concept:

discover new places.

Barbour Intl' #InspiringPlaces
Barbour Intl' #InspiringPlaces


The Barbour International Tour

In order to spark a long-term conversation about #InspiringPlaces (places related to art, food, travel, fashion and film) we created The Barbour International Tour.

100% made for Instagram

The Barbour International Tour was a series of Instagram films where 11 up-and-coming directors from around the world shot 11 top world-wide Instagramers showcasing Barbour International's collection in their #inspiringplaces. 

23

12

iPhone

Barbour Intl' #InspiringPlaces

Extending the challenge to our fans

We launched a Global Instagram Film Challenge inviting the worldwide community to show us their #InspiringPlaces in 15 seconds.

Barbour Intl' #InspiringPlaces

3,900

+10%

567k

Barbour Intl' #InspiringPlaces

508k organic reach

Tactical seeded content across the global Instagramers network allowed us to extend the reach for the campaign while maintaining a modest media budget. 

Awards

Gold

Best Use of Group/Community

Social Buzz Awards


Silver

Best Use of Insight/Monitoring

Social Buzz Awards

Best Video Campaign

Social Buzz Awards

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Let’s go micro

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