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
STAY UNHIDDEN. STAY LOUD. STAY NOTICED. STAY SEEN.
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
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
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.
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.
Long term goals of the campaign included sales of the product launched: within a 4 month period, double digit sales were made