The Client
Combining expertise from a background in engineering and knowledge from a life in extreme sports, close friends Ian Elliot and Alex Brown came together with a vision. They wanted to create the world’s most durable watches with a design that never cuts corners. From this, Elliot Brown Watches was born.
Striking in appearance with intricate details, the timepieces are made to handle the toughest of conditions – whether that be on land, in the water or in the air.
Built with shock resistant technology, the obsessive attention to detail in every watch is incomparable. It positions Elliot Brown as an industry leader in watch making, renowned for extraordinary capability and comfort.
Spring PR set out to ensure these values were continuously communicated throughout the campaign.
The Challenge
Our brief was to build a community of leading adventurers and inspiring outdoor personalities to take the brand forward.
The ambassadors were briefed to share relevant images on social media of themselves wearing the watches in the tough conditions for which they were designed.
Spring PR worked to support the marketing strategy by showcasing the brand values through an authentic medium.
In summary, we responded to the challenge by designing a holistic campaign that encompassed influencer media to drive brand awareness, increase customer engagement and place Elliot Brown as a trusted and reputable brand.
The Solution
Firstly, Spring PR carried out thorough research of appropriate adventurers and outdoor and TV personalities. We ascertained the quality of each ambassador and checked the authenticity of their following on social media.
We interviewed them to create captivating content for Elliot Brown to host on its website and promoted the hashtag #wornbyadventurers through all media outreach.
Depending on individual projects and timing, we supported the ambassadors with a bespoke PR campaign, pushing their achievements out to TV, social & digital media.
In addition, our Camp Out format was used to collect the ambassadors together in one place. The community was brought together and strong bonds formed through a series of challenges including coasteering, axe throwing, zorbing and bushcraft.
Spring PR was instrumental in helping to create the ‘Ambassador Hub’, where the ambassadors continue to network, share their experiences and knowledge and support each other.
The Results
Elliot Brown has an impressive roster of ambassadors. They range from household named celebrities to TV presenters with a passion for the outdoors. They feature on prime-time TV, are world record-holder adventurers and inspirational Paralympians.
Spring PR secured coverage for individual ambassadors in a range of national, local & specialist media outlets. Through this, we raised their profiles, supported them in their roles as ambassadors and linked Elliot Brown Watches to adventurous activities that the watches were designed for.
On Instagram, the hashtag #wornbyadventurers continues to gather pace with over 2K posts.
The Ambassador Community Hub is the heartbeat of the team of ambassadors and continually generates ideas and collaborations.
From The Client
“Whilst we were re-building our e-commerce website and feeling under intense pressure to dot every i and cross every t, knowing Spring PR were diligently approaching suitable brand ambassadors and influencers was a huge comfort. It felt like our team had suddenly grown and when the site was ready to go live, so were the ambassador interviews and beautiful content.
Coming up with great ideas, contacting potential ambassadors, interviewing for our blog, enthusing them about all things ‘Elliot Brown’, checking in with us regularly is part of the service we hadn’t really tested before and proved such a success; to the point that if anyone asks how come we have so many cool ambassadors, we just blame it all on Spring PR! 10 out of 10.”
Ian Elliot, co-founder of Elliot Brown Watches