Case Study: Launching a new product line through influencers

Rooted in strong values

Exploring the relationship between people and nature since 1995, Icebreaker provides consumers with a natural alternative to synthetic fibres. With a combination of sustainable solutions, ethical practices and simple versatile designs, Icebreaker is pushing boundaries and breaking new ground in the sports apparel industry.

We were inspired by the company’s innovative and ambitious spirit and were more than happy to help them challenge their existing perception as just an activewear line. For this campaign, we helped promote Icebreaker’s venture into luxury fashion by creating awareness for their newly launched TABI collection.

A picture is worth a thousand words

There’s no better way to up your cool factor than by connecting with millennials on social! Understanding the power of today’s influencers, we set out to find a handful of urban adventurers, stylish professionals and escapists who advocate for ethical and sustainable fashion – just like Icebreaker.

We tasked ten vetted and approved influencers with creating imaginative Instagram posts which featured the new TABI product line in their everyday lives. We also encouraged them to incorporate their distinctive aesthetics into their posts in order to appeal to their unique audiences. This way, we were able to connect with diverse groups of people while maintaining the integrity of the Icebreaker brand.

Campaign inspiration

Influencer photos

Micro celebrities – major results

When it comes to influencer marketing, authenticity is the name of the game. Thanks to the seamless alignment between Icebreaker and our chosen influencers, we were able to achieve some major results.

Our influencer campaign for Icebreaker gained over 25,000 engagements – piquing the interest of the young urban millennial consumer. With a massive inflow of positive feedback, we were thrilled to have started the conversation about Icebreaker as a viable lifestyle brand for the fashion forward millennial.

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All images used in the case study are the property of Icebreaker Merino Clothing Inc. This project was originally completed by Social Stoke, which is now Maven Media Group Inc.