To maintain year-round brand visibility whilst also harnessing the power of Instagram as a sales driver, Dust’s integrated strategy for Seafolly Australia involves ramping up engagement with digital tastemakers outside of peak summer season and maximising the Resort and Winter Sun buying windows.
Dust drew on its ability to traverse the fashion, active and travel sectors, positioning Seafolly in the sun-loving context of visually seductive destinations that resonate with its beach lifestyle loving consumer audience. Bespoke packages of product were gifted, providing a diverse selection of influencers relevant to different aspects of the Seafolly demographic, with numerous opportunities to wear and feature the brand organically.
Digital + Social Media
Dust has built and maintained an engaged group of Seafolly brand advocates who have captured Seafolly product in amazing destinations around the world throughout our seven years representing the brand to date. Highlights include Lucy Williams in Provence, Alicia Rountree in Mauritius, Doina Ciobanu and Emma Hoareau in Spain, Cat Meffan and Alex Finch in Portugal, Anna Eleri Hart in Tuscany, and The Londoner in Tulum. These eight names alone have a total Instagram reach of 1.1 million.
When it was time to launch Seafolly’s activewear category we devised an Instagram friendly ‘gym to swim’ inspired workout for media and influencers with instant visibility and buzz a key objective. In the month following the November event content relating to the event reached 1.2M accounts and earned an equivalent media value of £90,000.