Launch video views
Web traffic from social
The Tottie equestrian clothes brand was suffering from a combination of outdated fashion design and being undersold at point-of-sale as a bargain, low-end range. After new designers were draughted in to completely overhaul their offering, we were asked to help relaunch the brand on social media and change perceptions from what previously existed to a more attractive, dynamic outfit which appealed to the younger consumer.
We ran a targeted model search campaign across Facebook to secure brand ambassadors who were real horseriders and in the target age range. From an initial list of over 800 entrants we settled on a final six who were involved in a photoshoot to promote the entirely new series of products. Behind the scenes footage as well as the final shots were used to create not only a launch video but social content, teasers and snippets designed to raise intrigue and excitement around the redesigned range.
Even before full launch, the #IamTottie model search had already achieved a social reach of over 45,000. In the run up to go-live we created a suite of teaser images and videos culminating in a launch video viewed almost 40,000 times on Facebook alone, generating the required interest around the new range. The model search and launch campaigns together increased social traffic to the website by 961% compared to the same period the previous year, ensuring that all eyes were on Tottie's redesigned range at the right time.