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Challenge
- To showcase the Barbour International collection available at Scotts Menswear.
- To produce content to engage with the 3x main Scotts identified ‘tribes’: Music, Sport, Urban and Terrace.
- The campaign needed to authentically engage these distinct audiences while maintaining a strong brand identity.
Solution
- We created a campaign called ‘Sam Fender on Tour’.
- The campaign followed Sam Fender and his band on the run up to a gig at Barrowland in Glasgow.
- The assets featured exclusive behind the scenes content of the band.
- Sam Fender and his band mates interviewed each other to reinforce the ‘tribe’ feel of Scotts
- A competition element was added to win tickets for upcoming gigs to increase band engagement and awareness.
- Look book edits were create to showcase the hero products from the Barbour International collection.
Results
- The campaign created rich and relatable, shareable content of Sam Fender and his band mates which brought further engagement with new audiences.
- High Engagement was achieved across all social channels.
