MIAMI, FRANCIS BOURGEOIS, A CRUISE AND FORMULA 1? THE MOST EPIC INFLUENCER MARKETING CAMPAIGN
Coral Eyewear, the new premium sustainable sunglass brand, had agreed various sports and lifestyle partnerships to help build a stronger brand. However, not only did Coral not have a clear plan to activate these partnerships, but the partnerships also sat across multiple sports and audiences: Williams Formula 1Team, Mahindra Formula E Team, Kent County Cricket, and Virgin Voyages.
The challenge set to AND THE NEW was to build out an integrated summer sales campaign that combined all partnership assets in a way that predominantly drove revenue but also increase the brand’s overall awareness and reach.
We helped Coral Eyewear best utilise their sponsorship assets and worked hard to create clear brand direction, messaging strategy, sponsorship activation, paid media and performance marketing, and increase their organic social media output.
Across Coral Eyewear’s product ranges, we began to build three core consumer personalities that we could directly talk to with our communications: The Sports Fanatics, The Adventurers, and The Lifestylers. Building a plan to put these three personality types at the forefront meant we could mix our content, tell deeper stories, and directly appeal to the lifestyles and desires of these audiences, all whilst continuing to drive the sustainability message (but anchoring it with relevant meaning to each group).
Success for Coral Eyewear came in merging all three pillars of the strategy together and creating key moments for customers and fans to engage with. For example, for the 2022 Miami Formula One Grand Prix we worked with both Williams Racing and Virgin Voyages to invite one of the hottest content creators in the market – Francis Bourgeois. Working with Francis, we created unique content for Coral Eyewear in both the Williams garage and onboard the Virgin ship berthed in Miami (and featuring a Coral Eyewear store!) amassing millions of views for Coral.
The combination of Francis, Williams F1 Team, Formula 1 and Virgin Voyages captivated a huge crossover in audiences, resulting in one of the most successful influencer campaigns of the season.
Increase in sales in campaign period
Return on Ad Spend across search, display, and Meta ads
Talk of the paddock
Average engagement rate for campaign content
Increase in Google Ads ROAS