When you consider what to wear when working outside, you think about the clothes needed to stay protected — warm or cool, dry and always comfortable. You want outerwear you can move in and that keeps you going throughout the day. You want comfort with durability. DRI DUCK is an apparel brand crafted for outdoor work — providing high quality, comfortable clothing that lasts.

DRI DUCK decided to launch its products directly to consumers in the second half of 2017 and wanted to expand its brand awareness to key audiences in targeted geographic markets.

Traditionally, DRI DUCK used a strong B2B model to sell its apparel through wholesale distributors and wanted to grow its business with the addition of a B2C model. Not only was there a challenge to educate an entire new audience about the brand, there was also the challenge of engaging consumers and nurturing them toward buying DRI DUCK products. That’s when an innovative social media strategy changed everything.

The Ask

DRI DUCK decided to launch its products directly to consumers in the second half of 2017 and wanted to expand its brand awareness to key audiences in targeted geographic markets. Driving awareness and positioning DRI DUCK as a go-to brand was a major goal for the company, considering it was moving into a crowded consumer market for the first time.

Along with that, DRI DUCK sought to drive consideration and purchase of products against competitors like Carhartt and Duluth Trading Co., and convert new traffic on driduck.com into customers and email subscribers.

The Answer

Social media has quickly become an important marketing tool for all retailers, especially on Instagram where images are the language of recommendations. That’s why DEG and DRI DUCK decided to use Instagram influencers as an integral part of the social media strategy to grow brand awareness among thousands of followers.

First, DEG and DRI DUCK used a mix of organic and paid social strategies on Facebook and Instagram to drive consumer awareness of the brand in targeted geological locations where outerwear apparel is used most. Partnering with 16 influencers who had a reach of nearly 766,000 combined followers, DRI DUCK’s Instagram became a hub for its apparel recommendations — sharing influencer- and DEG-curated content.

Over the three-month campaign period, influencers created more than 100 pieces of content, starting a library of images, GIFs, and videos for the brand to organically repost.

Using 16 trusted outdoor apparel influencers, DRI DUCK’s own Instagram followers grew by 466 percent, successfully launching the brand’s products directly to consumers.

The Results

Through the use of paid social posts on Facebook and Instagram, DEG and DRI DUCK generated more than 2.2 million impressions, more than 1,400 email sign-ups, nearly 20,000 clicks, and a 1.59x return on ad spend. Using 16 trusted outdoor apparel influencers, DRI DUCK’s own Instagram followers grew by 466 percent, successfully launching the brand’s products directly to consumers. Of the top six organic posts on DRI DUCK’s Instagram during the campaign, five were reposts of influencer content.

With the creation of a content library of images, GIFs, and videos, DEG set DRI DUCK up for future success increasing brand awareness and keeping its comfortable, built-tough products top of mind for outdoor workers and enthusiasts alike. Because we all know you should never settle for less than the best in outdoor and work apparel.

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