The Brief

To create a content campaign and strategy that celebrates Barbour’s most engaged-with content: dogs.

What We Did

We launched a dedicated @BarbourDogs Instagram channel, featuring the clothing and lifestyle of Barbour’s world-famous dogs. Kicking this off with a content campaign – The Barbour Dog Walk Series – hosted on Instagram and pushed out on all Barbour social channels. The series followed famous dog Instagramers and their owners’ adventures. Filmed from the dog’s perspective with specialist GoPro harnesses, the dog walks showcased unique dog walks with both pup and human dressed in this season’s Barbour products.

Ongoing we’ve continued to innovate with this delightful subject matter, with the production of doggy flat-lays for the summer period. We created concepts for x4 flatlay assets that tapped into the summer activities enjoyed as part of the Barbour Way of Life. We shot our doggy models enjoying fish and chips on the beach and picnics in the park, amongst Barbour products. Always looking to extend the value of our shoots, we captured supporting BTS from the day for Instagram stories.

The Results

The Instagram channel @barbourdogs has seen an unbelievable average engagement rate of 535% and follower growth increasing by 332% over the last 2 weeks following Barbour Dogs content going live on Barbour channels with a CTA to follow the Instagram page.

  • 2k engagements on #BarbourDogs flatlay assets
  • Average engagement rate on assets was 280% higher than industry benchmark