If you want to find and connect with new, niche audiences, traditional creative agencies often don’t cut it – influencers hold the key.
So when challenged to engage with urban explorers to launch Lacoste’s new Explorateur shoe, our search took us to Hypebeast, the leading online destination for men’s streetwear. And they, in turn, introduced us to two highly influential urban explorers of their acquaintance – free-runner extraordinaire Will Sutton and street photographer Ron Timehin
These two, in association with Hypebeast, co-created our campaign content – a mix of stills, image montages and video shot around downtown London to show off the flexibility and practicality of the Lacoste’s ‘kicks’ in their natural element.
The results formed the basis for editorial features on the Hypebeast site and activity across their social channels. The content was also shared by Ron and Will with their own followers and the video elements were seeded by us, markedly increasing the targeted reach of the campaign. Display activity, making the most of the beautiful imagery and video assets created, was used to drive the interest generated to online stockists.
Not only did we succeed in reaching our audience, our urban explorers clearly found the content created by two of their own deeply inspiring. Engagement was off the charts – with almost 100,000 interactions across the campaign and dwell times for the editorial content of well over 2 minutes.