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The Brief
Ortlieb, well-known in the cycling world, aimed to break into the outdoor sector with the launch of their new waterproof bags. The primary challenge was to raise awareness of these products among an outdoor-specific audience, leveraging the brand’s existing reputation for quality and innovation. The 3-month influencer campaign sought to position Ortlieb as a core brand in the outdoor packs and hardware sector. It aimed to showcase the superior quality, waterproof capabilities, and suitability of Ortlieb’s packs for various outdoor activities.
The Strategy
To tackle the challenge, we partnered with key outdoor influencers whose audiences are passionate about activities such as hiking, photography, and outdoor swimming. By collaborating with these trusted voices, we ensured that Ortlieb’s new waterproof pack and duffel reached the right audience in an authentic and engaging way. To ensure the success of the campaign, we began by developing a creative campaign brief with Lyon Equipment. We conducted thorough research to identify target outdoor influencers, focusing on their engagement rates and the quality of their content.
“Working with Spring PR to add targeted influencer brand campaigns alongside our existing marketing activities has been really rewarding. The visibility generated for our brands has been excellent, helping us reach a wider audience than ever before. The process of working together to achieve this has been super smooth and easy, making it a great step forward in what we could have achieved in-house with a small team.” - Chris Gordon, Marketing Manager at Lyon Equipment
The Tactics
Together with Lyon Equipment, we carefully selected four influencers who aligned with Ortlieb and the campaign goals. We reached out to these influencers to gauge their interest in participating and agreed on content details and costs. Once the influencers were on board, we provided them with the creative brief, and managed the logistics of ordering products for influencers to test and incorporate into their content. Throughout the campaign, we remained available to answer any questions from the Influencers and assisted in checking and approving draft content. Finally, we ensured all content was posted within the agreed timeframe and compiled a comprehensive report for Lyon Equipment and Ortlieb.
The Content
The Results
This strategic influencer campaign effectively raised awareness of Ortlieb’s new pack launches by leveraging the unique perspectives and authentic voices of key outdoor content creators. These influencers shared first-hand reviews and engaging content that showcased the superior performance and reliability of the Ortlieb Duffel RC and Atrack Backpack across various outdoor activities, positioning the brand as a credible and reliable choice in the outdoor packs and hardware market. The influencers posted a variety of content, including carousel photo posts, stories, and videos – reaching an audience of 311k+ outdoor enthusiasts. The authentic and passionate approach resonated well with followers, resulting in significant engagement (likes, comments, and shares) across Instagram and TikTok. This positive reception and engagement indicate a strong foundation for Ortlieb’s continued growth in the outdoor sector.
