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Barbour is synonymous with the winter

But they have a huge range of products for the summer months too. Our challenge was to increase engagement with the Barbour brand during the sunny season through social channels – positioning Barbour as a lifestyle brand at the heart of summer.

Instead of a typical UGC or outreach campaign, we thought we'd do something a little different. So we invented a new Barbour product: The Rather Handy Picnic Rug. Designed for the British summer, understandably it works perfectly as a picnic rug, but it also works as a water-poof poncho, towel, wine cooler, umbrella, changing room and a whole lot more.

A special edition, the only way you could get your hands on one, was by winning it online. All people had to do was show us, using #BarbourPicnicRug, where and how they would use the rug during the British summer.

  • The microsite had 18,471 organic visits in just three weeks.
  • The competition received 5,746 entries.
  • The campaign video had 377,266views.
  • There were nearly250,000 engagements, overachieving the target by 177%, and a reach of4,047,314 impressions.