Introducing a surf brand to new audiences
When we started working with outdoor brand dryrobe, producers of the world’s most advanced change robe, they had a good presence in the surfing market. With their product also catering for a whole host of other outdoor pursuits though, their growth potential was obvious.
First, it was paramount that we fully understood not only dryrobe’s target audiences for growth but also the technicalities of the product inside out. This placed us in the perfect position to communicate the product to the right sectors, most effectively.
The product has now been featured across swim, surf, paddleboard, OCR (obstacle course racing), running, rugby, bike, triathlon, camping, canoeing, kayaking, and rowing media.
Meanwhile, the continued increase in popularity of outdoor pursuits allowed us to position dryrobe as the perfect piece of kit for those taking up outside activities or watersports for the first time, as well as the ‘best friend’ for any seasoned enthusiasts. This surge in demand opened the door to the wider national and consumer lifestyle press, which we were able to seize with both hands.
The backstory of how the founder of the business came up with the concept of dryrobe was also a fantastic story for us to share with national business media. As a result, the founder Gideon Bright has been featured in the Daily Express, Forbes Online and on Sky News’ Flagship daily business show, Ian King Live.
With each opportunity, a sales conversion for dryrobe was the ultimate goal. We had a competition with Trail Running magazine’s online ‘Win’ section that received close to 60,000 entries, while a similar competition we ran with Cool Camping left us with over two thousand potential customers that opted in to receive newsletter updates from dryrobe.
The popularity of the product and the level of product-led placement we’ve secured posed an added challenge in coming up with fresh angles to generate media interest, but by acting on our feet we have been able to deliver stand-out pieces of coverage activating dryrobe’s ambassadors.
From keeping fit at home with father and son surfing duo, Ben and Lukas Skinner on The Times Online and positioning British surf champion Lucy Campbell in the Strong Women pages in the Metro Online, to securing widespread Scottish national coverage of Cal Major’s incredible coastline expedition ahead of COP26, we pride ourselves on knowing the stories our contacts will want to write about.
As well as paying attention to the ambassador’s personal schedules to ensure we don’t miss opportunities, we also keep in mind the general news and events calendar.
With the likes of outdoor swimming, paddleboarding, and the Great British staycation experiencing quite the boom over recent years, we have acted on our feet to help dryrobe truly dominate the conversation.
This has led to national outlets as prestigious as the Daily Telegraph, The Guardian, The Times, the Daily Mail and the FT declaring it as a must-have item and in some cases the most popular coat in Britain.