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PROJECT: Uncamouflaged is a product launch campaign for Letasca, involving social media and influencer marketing to create awareness and hype for the product, which is a new vest designed by the brand
CONCEPT
#seektobeseen
STAY UNHIDDEN. STAY LOUD. STAY NOTICED. STAY SEEN.
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Wear Camo to never be Uncamouflaged
The HNT_VES is made to stand out, wear it to never blend into a crowd, hide in plain sight or simply be ordinary.
With Letasca you can never be uncamouflaged.
EPISODIC TEASER VIDEOS
INFLUENCER MARKETING
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9 influencers targetted to create social hype about the product over select cities in Europe over a spanof 7 days
OVERVIEW OF RESULTS (modified data and numbers for privacy reasons)
EMAIL MARKETING TO LETASCA CONSUMERS
Series of 3 emails sent to customers about the new product, the campaign and sales
SUSTAINING CAMPAIGN ON SOCIAL MEDIA
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Social media stories engaging with audience asking them to share what 'uncamouflaged' means to them.
Inspiration of architectural wonders and body artists shared by the brand as incentive.
RESULTS
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The social campaign's immediate goals involved high product awareness on social and digital channels.
The avergae follower growth rate on Instagram is 6-7%, during the 8 days of the campaign is was 98%.
Profile visits were 4-5x times higher than average and profile engagement rate in terms of reposts and earned media saw a substantial spike as well.
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Long term goals of the campaign included sales of the product launched: within a 4 month period, double digit sales were made
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