Barbour Intl' Social Strategy

Illustrative pattern
Barbour Intl' Social Strategy

THE CHALLENGE

Barbour and Barbour International share a heritage, a recognisable quality, and a home in rural Northern England. But where one is warm, bucolic and enjoyable, the other is rebellious, edgy and adventurous. 

We wanted Barbour International to discover and engage its distinct audience, without alienating Barbour fans.

First, we (social) listened.
Then, we spoke.

Barbour Intl' Social Strategy

Research: Interest Mapping

We used Facebook Graph Search and Ad Planning Tools to build an interest map uncovering insights about the audience.

33% overlap
Research showed that the two brands' audiences shared only 33% of their interests. 

Two brands, Two channels
Engaging conversation could only happen if Barbour International had its own channels.

A well defined route
Barbour International audience were travellers and early adopters. This sparked the theme of our content strategy: “discover new places”. 

Barbour Intl' Social Strategy


#InspiringPlaces

Places were a vehicle to talk about lifestyle: art, food, travel, fashion, film. To kick off this content approach, we created The Barbour International Tour.

Phase 1: getting our audience excited

We handpicked influential and relevant Instagramers to create a series of Instagram films about #InspiringPlaces for an audience that sought new experiences from their phone.

23

12

iPhone

Barbour Intl' Social Strategy

Phase 2: building on the momentum

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

Barbour Intl' Social Strategy

3,900

+10%

567k

Barbour Intl' Social Strategy

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

Illustrative pattern

Let's strategise

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