For nearly 150 years, Blundstone has been known as a tradie boot in Australia. Overseas though, it is considered a cult streetwear product and its lifestyle sales are booming. At home the brand needed to redefine itself.
To help create demand with fashion and lifestyle retailers and consumers, we needed to drive a new wave of currency for Blundstone. We know fashion trends start from those cultural tastemakers in the know and expand from their circles of influence.
We created a unique, ROI driven influencer program for Blundstone that aims to build social goodwill, authentic relationships and endorsements across fashion, music, arts, outdoors, food and surfing circles.
We did this by establishing the Blundstone Family, a group of influencers with authentic and genuine enthusiasm for the brand’s boots. Instead of a commercial relationship, we sent our family members on experiences that fit Blundstone’s positioning ‘Everywhere Life Takes Me’ where they’d capture content as they enjoyed life in their boots.
From collaborations to content to social posts and everything in between, the result has been phenomenal. Blundstone is now the boot of choice for every occasion.