Driving Sell-Through of GORE-TEX Pro for Ellis Brigham
Ellis Brigham x GORE-TEX Pro: Multi-Brand Awareness Campaign with Montane, Patagonia, Rab & Mountain Equipment
Ellis Brigham and GORE-TEX came to us with a straightforward task: grow awareness and drive sell-through for the Next Gen GORE-TEX Pro range. This was a multi-stakeholder campaign that involved outdoor brands like Montane, Patagonia, Rab, and Mountain Equipment.
Our job was to highlight and communicate the new fabric technology, drive traffic to the Ellis Brigham website, and ultimately convert viewers into customers.
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Multi-Channel Digital Strategy: Mixing High-Production Value Content and UGC
We had a three-pronged approach to the campaign:
- Developing a UGC content strategy;
- Creating written content for the GORE-TEX Pro Hub on the Ellis Brigham site;
- And strategising and executing a full-funnel digital marketing campaign.
Our ads needed a landing page, so we worked closely with Ellis Brigham to build out the GORE-TEX Pro hub on their website. We produced three long-form content pieces to bolster SEO: an interview with blind climber Jesse Dufton; a deep dive with a GORE-TEX fabric expert; and a 50-year history of the waterproof membrane.
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We also introduced something new for this season’s campaign: user-generated content. We’ve seen plenty of success with this social strategy for other clients, so we advocated for briefing in some content creators and having a more diverse creative offering.
UGC is generally considered more authentic and trustworthy than polished creative, often leading to more effective results. Asking existing ambassadors to create content with kit they already own is more time- and cost-effective than producing and executing an entire photoshoot.
We sourced social-first videos from creators who actually spend their time in the mountains and understand the gear: Calum Muskett, a climber, mountain guide and Rab athlete; Jesse Dufton, a blind climber, public speaker and Montane athlete; and Greg Boswell, mountaineer, ice climber and Rab athlete.
The content from these creators ran alongside the polished brand creative in a full-funnel paid media campaign on Facebook and Instagram.
Campaign Results: Achieving a 12.66 Conversion ROAS
The brief was to hit 1 million impressions. We did more than double that, and with a comfortable conversion ROAS of 12.66.
We saw that technically focused, close-up creative wins. The highest converting ad was a closeup of a Mountain Equipment jacket with a simple message: “light, durable, PFAS-free”. The image showed the water beading and the fabric’s durability, two things that really matter for consumers who are about to drop several hundred pounds on a jacket. The “on location” product videos were also top performers, with a collection video reaching an 18.24 ROAS. The text overlay on the ad stated “the ultimate fabric just got even better”.
By using UGC as collaboration posts–displayed on Ellis Brigham’s, GORE-TEX’s, the brand’s and the creator’s accounts–we increased reach to audiences who were already interested in the outdoor space. Using these assets at all stages of the funnel gave us strong numbers across every KPI.
If you’ve got a high-value product and need people to understand why it’s worth the investment, get in touch to get a quote for the campaign.
Read how we surpassed revenue targets for Patagonia’s ePE Gore-Tex Campaign.
