Founded in 1924, Belstaff is a global luxury lifestyle brand steeped in its unique British heritage and the spirit of adventure. Belstaff is the reference for authentic moto inspired outerwear, with absolute authority and ownership of the iconic four pocket jacket.
Chalk Global was tasked with running the Autumn/Winter campaign ‘Here be Dragons’. The phrase inspires adventurers to discover unexplored places, and in that spirit of discovery, the campaign aimed to encourage its consumers to push boundaries.
Chalk’s objectives were to drive brand awareness of the concept, as well as generating a return on ad spend across several ad formats and strategies. The agency was to target the UK, US and German markets.
The key challenge was to balance the KPIs, in terms of targeting premium fashion and lifestyle environments to drive awareness, with targeting in-market data segments to drive revenue.
Chalk Global’s strategy was to use the first half of the campaign to execute awareness, running video in-stream, video in-banners and rich media formats across several premium private market places relevant to the Belstaff customer. In the second half of the campaign, Chalk ran standard IAB banners and native placements, leveraging first and third party in-market data segments to generate direct response.
PROSPECTING ACROSS PROGRAMMATIC DISPLAY:
The campaign gained a great deal of interest and was featured in the following publications:
Premium Publications: The Times, The Independent, The Guardian
Finance Publications: Bloomberg, CNN Money, The Economist, Reuters
Lifestyle Publications: Rolling Stone, Huffington Post, VICE, High Snobiety
Fashion Publications: W-Magazine, Vogue, GQ, Esquire, InStyle
The campaign received a direct response from the following segments:
- First party data from website pixels
- High net worth individuals and decision makers
- Luxury shoppers across all markets
- Individuals interested in Luxury Automotive
- Individuals interested in Motorcycles
- Amazon High Spend Users
- Lookalike Audiences
During the course of the campaign, we saw fantastic reach, with over 72M impressions served across three different markets. The content was phenomenally successful, with 722,500 completed video views and a view-through rate of 33.05 per cent. The campaign generated a total ROI of 170 per cent.