Base Layer Campaign
Celebrate the unique supply story and affirm Icebreaker’s market leading position.
We went all out on this one. From the diverse editorial approaches undertaken to multi influencer gear seeding exercises, social amplification and more, our channels were alive with breathtaking and captivating Icebreaker content.
Our goal? Over Icebreaker’s key winter selling period, build brand hype and encourage adventurously minded Aussie’s to engage with their iconic Base Layer product.
“Love the passion that the We Are Explorers team bring to these projects. For Winter ’19 we asked them to take our Original Nature Base Layer range and test it to the limit. They went a step further and went right to the source, visiting an Icebreaker merino grower family at Lake Heron Station, 2 hours from Christchurch to give Aussies the background on the product. The outcome was an authentic and dramatic content piece that really added to our campaign”Paul Lester – Regional Marketing Manager (Icebreaker AU/NZ)