Victorinox #UrbanOutdoors Campaign

Case Study

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Fashion PR agencies, Fashion PR agency, Fashion PR companies

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UMM localised the Global #UrbanOutdoors direction into the Australian marketplace through a co-ordinated combination of traditional PR, social media management, and influencer marketing. The breadth of this campaign allowed UMM to demonstrate its range as an integrated lifestyle marketing agency.

OBJECTIVES

UMM’s task was to further the Victorinox #UrbanOutdoors global brand campaign to the Australian market, featuring products and content befitting the brand’s spirit and style.

As per the integrated lifestyle marketing agency approach, the comms mix of PR, influencer marketing, and social media management would highlight activities that relate to the #UrbanOutdoors lifestyle in Australia – Urban Walking, Foraging, and Mindfulness.

The campaign would be brought to life via two events: a December launch and a presence at Taste of Sydney in March.

: @isnathan takes #UrbanOutdoors outdoors.

: @isnathan flaunts his foraging essentials.

: The SAK – don't leave home without it!

: @mensfashionblogger's watch feature.

: @mensfashionblogger highlights the SAK.

STRATEGY

UMM’s PR Team collaborated with Victorinox Australia to host a media event for the launch of its new SS16 Urban to Outdoors campaign at Three Williams in Redfern, Sydney.

Victorinox’s Global Communications Director, Adrienne Merrill, here for the event from the UK, hosted and launched the campaign, providing 64 guests – media, influencers, and brand enthusiasts – intimate insight into the brand and products. Post-event, the showroom and range of products were transported to their new home – the UMM office – where media and influencers are regularly invited for one-on-one briefings about the products/sampling initiatives.

Following on from the SS16 media launch event, UMM conceptualised the visual elements for Victorinox’s display at Taste of Sydney: an #UrbanOutdoors-inspired teepee set to host a Chefs Skillery for the weekend. This ran alongside an influencer campaign highlighting Victorinox’s presence at Taste of Sydney, as well as showcasing Victorinox in the #UrbanOutdoors.

To increase awareness and amplify Victorinox’s Chef’s Skillery on-ground, UMM’s fashion PR team invited media to generate coverage and experience the brand first-hand. This led to features in Elle Magazine, a live broadcast from the Skillery on Sunrise, and blog features in Rogue Homme and The Versatile Gent.

UMM’s social media team provided live coverage throughout Taste on the official Victorinox Facebook account (including Facebook Live Video) and through UMM’s social media channels.

The #UrbanOutdoors influencer campaign was launched alongside Taste of Sydney.

Two ‘Urban Style Influencers’ were cast by UMM’s influencer team and then provided with a kit of selected Victorinox products to create a variety of posts that embodied the spirit of #UrbanOutdoors.

This flowed on with UMM gifting Victorinox kit bags to additional influencers for single Instagram posts in support of the #UrbanOutdoors hashtag, while the campaign received overwhelming, enthusiastic support from numerous chefs present at Taste of Sydney.

By utilising influencers who were existing fans of the brand and coupling them with professional chefs at the Skillery, UMM was able to highlight Victorinox as an industry leader in both functionality and design through consistent and meaningful content.