Instead of a typical UGC or outreach campaign, we thought we'd do something a little different. So we invented a new Barbour product: The Rather Handy Picnic Rug. Designed for the British summer, understandably it works perfectly as a picnic rug, but it also works as a water-poof poncho, towel, wine cooler, umbrella, changing room and a whole lot more. A special edition, the only way you could get your hands on one, was by winning it online. All people had to do was show us, using #BarbourPicnicRug, where and how they would use the rug during the British summer. We created a charming film and microsite, promoted by email, as well as offering blogger gifts to really get the word out. The campaign invited people to post and share their ideas about why they deserved a rug on Facebook, Instagram and Twitter, which we managed for Barbour.
The response was overwhelming. The final campaign results were extremely impressive. The microsite had 18,471 organic visits in just three weeks. The competition received 5,750 entries. The campaign video had 377,266 views. There were nearly 250,000 engagements, overachieving the target by 177%, and a reach of 4,047,314 impressions. The campaign was a complete success and, most importantly, shifted the mindset of people who see Barbour as just a winter brand.