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The Challenge
With increasing pressure on consumer brands to reduce their carbon footprint and manufacture more responsibly, it’s down to fabric brands like Polartec to develop a range of sustainable fabrics that make meeting those targets easier. Polartec’s Power Shield Pro is one such solution. A plant-based, waterproof technology that has a 50% lower carbon footprint than virgin nylon and uses non-GMO plant-based ingredients in its make-up. A ground-breaking technology the big challenge was to get this story out into the consumer but this isn’t always easy when you’re working with the fabric, rather than the finished, consumer product.
The Strategy
First we needed to tackle the B2B market to create a buzz around the product with Polartec’s customers. Press information, a trade-based media buying campaign and trade events needed to be part of the plan. This would communicate the product’s USPs to the brands that would eventually use the fabric to sell to the consumer. Next step, once the technology was on the hight street, we needed to raise awareness of the fabric’s USPs and its benefits. Through collaborating with Polartec’s customers we would be able to put on events and run a seeding programme where media and key influencer would be able to experience the technology first hand, and important element in the campaign to ensure authentic reviews and recommendations of the technology.
The Tactics
Ads and advertorials were booked in key B2B media after going through the technology with them at Winter ISPO. We also negotiated Op Ed content to be dripped through the publications in the winter months. Our B2C campaign involved working with early adopters Le Col cycling brand and 66 North outdoor label both of whom were using Polartec Power Shield Pro in very different apparel. Our work comprised an extensive media relations campaign with the opportunity to review. Working with 66 North’s PR we seeded product on a Lake District event aimed at Gorpcore influencers and media. This was closely followed by a Camp Out in the south which comprised a very different lifestyle and outdoor audience. All attendees were seeding a 66 North Snæfell jacket and taken on a hike so that they could experience the breathability and waterproofness first hand. Both events were designed to get media and influencers to put the new technology to the test. It was all about getting hands on with the tech so that we could garner authentic, trusted reviews from respected influencers and journalists. Finally we looked at awards that we could enter the technology into.
The Content
The Lake District was typically wet and guests experienced Polartec Power Shield Pro in their 66 North Snæfell jacket to great effect. An influencer/photographer was on-hand to take some great imagery which was shared with everyone. Likewise, the Camp Out offered some great activities for the media to get to know the technology and Polartec experts were on-hand to answer any questions at both events. Aside from the social media generated at both activities, the resulting coverage continues to trickle through with reviews and product shout outs, media posts, reels and stories. The 66 North Jacket was also entered into the OIA Awards and, because several of the judges had attended the media events they had first-hand knowledge of the technology.
The Results
Op Eds have appeared in a range of publications from Outdoor (LFTO) to tech (T3) from Lifestyle (Square Mile) to the more edgy Culted. There are more in the pipeline too. With a good number of social media posts over the course of the two events the campaign has had a huge reach. Social content continues to filter through as the invitees wear their gifted jackets and post about them.
Walking in a rainy Lake District testing Polartec Power Shield Pro in the new 66 North Snæfell Jacket. @danikm
