Our brief was to promote Craghoppers’ new ‘Protect & Liberate’ campaign.
The target was to reach ABC1 adults who like to get ‘off the beaten track’. The campaign needed to do everything you’d expect:
• Drive site traffic
• Increase sales
• Grow their database through competition entries
We partnered with the Telegraph to create a truly multi-channel strategy.
We ran the campaign across print advertising, the weather sponsorship, a content hub, DPS advertorial, 3 x magazine ads, social promotions, bespoke emails and 14 content articles. To bolster cover and frequency we also used rail transvisions and 6’s but with a twist in that we activated dynamic creative based on the weather. Clever, hey.
