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Bench - #LoveMyHood

#LoveMyHood

Over 36 million social media impressions

The Brief

Bench wanted to drive brand awareness in 24-28-year-old professionals living in urban landscapes by refreshing their brand focus, using their technical apparel as the means to do it. In particular, they wanted to use their core garment, the technical hoodie, to inspire engagement in the social channel.

myclever™ Agency activated a user-generated, social-first campaign that drove awareness of the Bench brand by engaging their key target audience around the world.

The Approach

#LoveMyHood was an integrated campaign that included out-of-home advertising and point-of-sale branding, alongside social content that leveraged influencers from areas key to the target demographic: music, travel, fashion and technology.

These influencers shared branded content across their social media channels, while we promoted paid media featuring Vines and clips they had produced for the brand. This became part of Bench’s global content influencer network.

myclever™ Agency pushed the target audience to the #LoveMyHood microsite, which was populated by user-generated content. Our team worked with Twitter and Instagram’s APIs to pull entries from both platforms while growing Bench’s following.

We also collaborated with Bench’s PR agency to promote and run real-time events, from which we live-tweeted and shared branded content featuring influencer testimonies.

The Results

Expert granular targeting maximised a modest budget and generated over 36 million impressions across Facebook, Instagram, Twitter and Vine.

On top of this increased exposure, #LoveMyHood spawned 48,163 campaign engagements across platforms – from ‘Likes’ to RTs, ‘hearts’ and Vines.

Thousands of these engagements were images, videos and stories from across the world that were collected, moderated and presented on the microsite to breathe life into the campaign.

With Instagram being such a key part of this process, we were able to more than double Bench’s following on the platform in just three months.

#LoveMyHood was so powerful that Bench evolved the concept. They made it the focus of their global brand marketing strategy for the entire year, setting in stone their new offering to a younger, more engaged audience.

“myclever™ Agency did a fantastic job in delivering a platform and social campaign that met our brief, hit our objectives and generated great global results.

From design stage, to full back end management of the user-generated Content, their team worked with Twitter and Instragram APIs to pull entries from both platforms. They are a local agency with a global mindset and I have thoroughly enjoyed working with them on several projects.”

Emily Frazer
Head of Marketing at Bench

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