DRI DUCK tasked its digital marketing partner, DEG 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.
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, 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.
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.