Barbour LCM SS17

The brief

Raise awareness of Barbour’s LCM SS17 show via digital. The collection is inspired by the coast and countryside of Britain and features jackets designed in partnership with Selfridges.

What we did

To tease the event and invite users to follow on social, we created Barbour’s first Instagram panorama, featuring scenery of the North East coastline. On the day, we filmed Barbour’s first 360 video to give fans an immersive all access pass to the show, second only to an invite itself. Following this, we created Barbour’s first Facebook Canvas, which was designed to replicate the coastal feel of the collection and featured images of key looks from the range, alongside the celebrities that attended the show.


The #BarbourLCM hashtag trended throughout the day, and led to 7.6 million impressions on Twitter and Instagram, alongside increases in online traffic and sales. The panorama was the best performing of all LCM content, and the Canvas was targeted at 250k+ key users, generating viewer duration 25% above average.