DRI DUCK tasked its digital marketing partner, DEG, an Isobar Company, with helping it rise to the challenge of increasing brand awareness, social media engagement, and purchase consideration.

When a direct-to-consumer challenger clothing brand emerges, it must have a clear strategy for differentiating its products and introducing them to consumers. The next test is finding the right fit when leveraging influencers to meet new consumers. It’s a good thing DRI DUCK knew what hard work looks like.

The challenge

DRI DUCK is a rising challenger brand in the workwear clothing space, offering durable and comfortable outdoor apparel. To stand out in a sea of sameness, DRI DUCK tasked its digital marketing partner, DEG, an Isobar Company, with helping it rise to the challenge of increasing brand awareness, social media engagement, and purchase consideration.

When introduced to new clothing products, consumers look for relevance to their everyday actions whether or not the quality of the materials will hold up during those actions. To reach a broader audience and drive consideration of the DRI DUCK products, DEG needed to find the right influencers with the right audience on the right channels.

The strategy

DEG and DRI DUCK had previously launched the brand to a new audience when it adopted a DTC business model, developing a brand voice and influencer strategy that provided value to the audience, integrated seamlessly with the content produced, and made people believe in the quality of products.

To broaden knowledge of the brand, DEG recommended DRI DUCK partner with key influencers who were located in key geographic areas, had diverse audiences, and produced content in which DRI DUCK products would feel natural to introduce. DEG also suggested partnering with influencers who were on YouTube or hosted podcasts to reach new audiences as media consumption habits differ on those channels compared to Instagram.

The campaign moved consumers through the awareness and consideration phases to conversion, generating 177,000 engagements, 3 million video views, and 286 total promo-code uses.

The solution

DEG led the content-creation effort by meeting and coordinating with the selected influencers to best tell the DRI DUCK brand story, while allowing each to remain authentic to their social personalities. Each influencer was provided with DRI DUCK’s workwear, which was featured in curated content detailing the quality and various usages in unique situations.

DRI DUCK and Ohh You Betcha: DEG engaged the comedic Midwest influencer, You Betcha, to create custom sketch-comedy content detailing the quality and various usages in unique Midwest situations. Due to the successful reception of the content by his audience, You Betcha and DRI DUCK extended the program to include a podcast and the first custom-product collaboration for the brand. The custom You Betcha x DRI DUCK canvas work vest was You Betcha’s favorite DRI DUCK product, and he drove his audience to fully embrace the brand with entertaining videos about the many uses of this vest and other products.

DRI DUCK and Diehard Cowboy: DEG worked with Chris Petersen in the original influencer campaign and re-engaged him to produce stunning landscape photography for the farmer/rancher/hunter demographic on Instagram. He delivered incredible engagement and purchase consideration showcasing a range of DRI DUCK products.

DRI DUCK and Matt Risinger: DEG selected Matt Risinger to speak to the home builder/construction worker demographic. Matt featured DRI DUCK in his wildly popular YouTube gift guide—which is shared with his 546,000 channel followers—ahead of the holidays.

DRI DUCK and The HandyMan HQ: DEG collaborated with one of the most popular home-renovation channels on YouTube, The Handyman, on several videos and supported Michael’s “Outdoor Buddies” hunting trip.

DRI DUCK and Fix This Build That: DEG partnered with the incredibly popular DIY Facebook channel to host a coat-rack-building competition before the holidays. This was driven by an insight discovered by DEG: When hosting family and friends for the holidays, there’s often a lack of closet space for coats.

The outcome

DRI DUCK and DEG launched the influencer campaign across DRI DUCK’s social channels, as well as the individual channels of each influencer—on Facebook, YouTube, and Instagram—growing the customer base of the brand throughout the country. Overall, these five influencers generated enough promo-code uses to make the influencer program profitable for DRI DUCK, after influencer expenses.

The campaign moved consumers through the awareness and consideration phases to conversion, generating 177,000 engagements, 3 million video views, and 286 total promo-code uses. As a result of the campaign success, DRI DUCK is considering new ways to collaborate with social media personalities to connect with consumers who do hard work every day.

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