In September 2019, Orvis UK launched the super-stylish Flat Creek Tech Flannel Shirt; an innovative shirt that is constructed using recycled bottles and oyster shells and blended with cotton for a super-soft finish. With 2019 seeing a surge in the demand of sustainable fashion for an ever-growing market of eco-conscious consumers, we were quick to realise the potential of the new plaid range.
As a company, Orvis UK specialise in fly fishing apparel and equipment, as well as an extensive dog-accessory range. However, we planned to spearhead an influencer campaign which would not only attract their core customers but would also attract a new demographic. We planned to do this by targeting both influencers with a large social media presence and micro-influencers who are well respected in their sector and receive significant engagement. We were particularly interested in getting verbal feedback from the influencers, which in turn, helped us to identify valuable product information for Orvis UK.
We secured partnerships with fly fishers, outdoor lifestyle influencers and public figures. Following this, we distributed the shirts to them and were consequently worn in social media posts with tags to Orvis UK. Collectively, the shirt reached an audience of over 200,000 and correlated with a sharp increase in sales of the Flat Creek Tech Flannel.
In summary, from start to finish, we gained extensive influencer coverage for the Tech Creek Flannel Shirt by:
- Pitching the shirt using our extensive portfolio of journalists and influencers, covering national press, field sports, outdoor lifestyle and extreme sports sectors
- Sending shirts to press and influencers with a considerable social media following
- Monitoring press and influencer activity including press and social media coverage. For the latter, we catalogued all posts and key engagement statistics; including followers, likes and video views
- All coverage then collated in a presentation for Orvis UK