Develop and produce a full digital-first and social campaign designed to engage the UK market ahead of R.M.Williams’ retail expansion
OVERVIEW
Fabric ideated and crafted all creative for the campaign, showcasing R.M.Williams’ ‘ready for anything’ resilience, entitling the campaign ‘Labour of Love’
Fabric identified six key protagonists whose work embodies R.M.Williams’ dedication to craft, and who required hardwearing and stylish footwear and clothing for their work
Fabric managed all negotiations and contracting with talent, securing all tier 1 targets within budget and with content usage for paid social advertising in their contracts
Fabric aligned product styling with brand focuses
Fabric’s in-house production team visited each talent at their workplace, and captured interview content for three 30–60 sec films and five 5–7 sec take-backs, as well as 15–20 images
Each content chapter was delivered in vertical, horizontal, and square formats to suit all paid usage opportunities
Results
Campaign posts received a boosted engagement rate from R.M.Williams’ average of 0.89% to 3.23% for all campaign content
Follower numbers increased over 28k during campaign period
Established a visual format which has provided a blueprint for R.M.Williams across all its brand campaigns
