The clear objective: raise brand awareness with an authentic brand topic about eco-wool usage from Patagonia. The responsibility as Head of Brand at Armedangels gave me the authority to manage the full campaign with preparations a year in advance, a press trip with mostly digital documentation shortly before the on-air date, text and video post-production, and to work with the performance marketing manager to roll out the campaign on all owned channels.
A 10-day press trip to Patagonia with live stories from influencers during campaign kickoff on all owned channels was not only very successful on the PR ROI but also a rich personal experience. Getting to know influencers and representatives of the press on a very personal basis led to lasting relationships. Additionally, the trip produced PR triggers with products, advertorial placements and content distribution by a well-known photographer.
The look of “consumer generated content” with the influencers is highly appreciated and works as deeply engaged content on social media.
The official result in numbers was one of a kind:
the media return on investment rose to 4.
PR & video Impressions:
Moststeffinetly 