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Blundstone's promise for trip of a lifetime builds network of influencers

Footwear company Blundstone is tapping into the social influencer market with its latest Instagram campaign, while simultaneously building a network of communication through them. 

The #HowIRoam initiative will allow users to share photos and videos on how they roam and what inspires their passions. By tagging Blundstone on Instagram and attaching the hashtag #HowIRoam, users enter themselves into the running for a trip for two to Tasmania, the company?s home. 

?Tasmania is the home of the Blundstone brand, a destination with beautiful, rugged and wild landscapes,? said Kate Shevack, managing partner of Brand Initiatives Group, which leads U.S. marketing initiatives for Blundstone. 

?Blundstone is proud of its origins, connecting with our brand heritage reinforces our authenticity and our continued connection with our roots. On a mobile device, through what we feature on our website, email communications and on our social channels, consumers will get a deeper understanding of what Blundstone stands for, and hopefully develop a bond with our brand that will last them a lifetime.?

Playing off passions
The brand will go deep into the influencer market with another component of their campaign in which it will invite influencers whom it believes to embody the ethos of the brand to share their passions? including how they roam on social channels? while also inviting their own fans to enter Blundstone?s contest.

While the platforms for the content were not specified, mobile-optimized video? which is one of the most effective forms of online communication today? is sure to have a presence in the campaign.

The participating influencers are then entered to win a prize of $3,000 to go towards pursuing their passions.

Fans can also enter to win weekly prizes as a part of the contest, including pieces from Will Leather Goods, Iron & Resin, outdoor gear form Poler Stuff and Blundstone boots.

Consumers are invited to post photos of themselves following their passions

The campaign will be publicized through Blundstone?s mobile-optimized Web site, social media and email. The brand has also partnered with fashion retailer Zappos on a promotion where Zappos influencers have the opportunity to share their #HowIRoam content through its channels. 

Influencer network
With #HowIRoam, Blundstone incentivizes influencers to congregate their own networks around its brand, organically creating pipelines of communication from brand to consumer without having to resort to any expensive marketing pyrotechnics. The campaign is down-to-earth, artfully crafted and, above all, about the people who comprise Blundstone?s brand identity.

The initiative is the latest campaign under the #HowIRoam banner

The campaign is the latest iteration of Blundstone?s #HowIRoam project. Last year, the brand teamed up with luxury motorcycle manufacturer Ducati to promote a collaborative boot with an Instagram tour of the Pacific Northwest and photo contest under the #HowIRoam banner (see story).

And in a recent webinar, executives from TapInfluence confirmed the efficacy of influencer marketing, with success rates of up to eleven times higher compared to traditional marketing if deployed correctly (see story).

?Contests such as #HowIRoam help build awareness of Blundstone and importantly overall engagement with our brand,? Ms. Shevack said. 

?Blundstone is authentic, rugged with an individualistic spirit and so the contest we built feeds into that bold sense of adventure and possibility. The content we are creating will provide dimension to what Blundstone stands for, for both those who know us and those who are less familiar with the Blundstone brand.?