Project Description

 

Lakeland Leather is a Lake District-born fashion brand which is renowned for its high-quality leather products and today has stores across the UK. Declaring that ‘nobody champions Great British Leather more than Lakeland’, the product range extends from the classic leather jackets to clothing, footwear, luggage and accessories too.

In a bid to broaden their customer profile into the younger female shopper, a pilot influencer event was the perfect way to put the much-loved leather jackets in the hands of Lake District influencers to showcase the brand to new audiences.

 

An Evening with Influencers

We hosted 8 micro-influencers at the Bowness Lakeland Leather store for an evening of fizz, food and shopping! The HQ team introduced the influencers (with a combined Instagram reach of close to 60,000) to the heritage of the brand, the story of its leather and some of the newest and most popular products.

To ensure that the coverage across the influencer’s feeds continued beyond the evening itself, Lakeland gifted each guest with a leather jacket of their own, to establish an ongoing relationship between them and the brand.

 

As a Result…

  • 12% increase in Instagram followers
  • 906% increase in daily Instagram profile visits (day before vs. day after the event)
  • 400% increase in web traffic via Instagram
  • Event coverage in Carlisle Living
  • Sales of £450 via direct Instagram link within just weeks of the event.

The event was set-up to create long-standing relationships with local micro-influencers who would hopefully become brand ambassadors for Lakeland Leather, and so whilst the initial results in reach and engagement are fantastic, the impact of the event will continue to be seen. As a minimum, mentions of Lakeland Leather every time the influencers are wearing their Leather jackets will continue the promotion of the brand to these new audiences.

Lakeland Leather said…

“Our experience of working with Jenna at Collective Comms has been great from the start. When it comes to digital marketing there are many options and there’s always the uncertainty of the dependability and consistency when working with an agency. Jenna has been reliable from the start and made our first step into influencer marketing a success.

From creating an event concept, to connecting with the right influencers and finalising last-minute details, Jenna was so helpful with every aspect and the results show. The influencers have created really authentic and original content that led to a 100% increase in website conversions (from Instagram) and an obvious positive impact on brand awareness. It couldn’t have been a better start to our influencer marketing strategy.”