IN BRIEF
With less than two weeks until Stagecoach, Authentic Brands Group sought Plural’s assistance in sourcing, wrangling, and overseeing influencers to promote The Frye & Co, Hunter Boots, and Vince Camuto at the festival. To meet this request, we innovated new workflows and dove headfirst into influencer marketing and management, testing and growing in real time. Through our dynamic approach, we tapped nine influencers across three activations to promote the brands, garnering a massive amount of impressions and clicks to site. Thrilled with our work, ABG requested our talent management services for Vince Camuto’s summer campaigns.
Summer was a massive moment for The Frye & Co, the new subsidiary of Frye Boots, as well as for Hunter Boots and Vince Camuto. To kick off summer footwear lines, these brands all needed to capture eyes and attention, both online and off. And the best way to do so? Bringing talent to one of the biggest festivals of the year, Stagecoach.
So let’s dive deep into how Plural answered the call, stepped up to a brand new service offer of influencer marketing, and delivered astounding content to excellent results.
On behalf of Frye, Hunter, and Vince, Authentic Brands Group (ABG) reached out to Plural with a problem. Stagecoach was just two weeks away, and they needed talent to attend branded activations and promote new products during the festival weekend. ABG asked Plural to scout, activate, manage content from, and report on about 10 influencers across the three brands and three days of the festival.
Dauntless, Plural answered the call, and excelled.
In order to wrangle all the necessary talent in the tight timeline we were presented, we took a multifaceted approach for scouting. We utilized contacts at talent agencies, including Neon Rose and the Digital Dept, to solicit lists of influencers who were already planning to attend Stagecoach. We also scanned socials for high and mid profile fashion influencers who had stated their intent to attend the festival and contacted them directly. Finally, we took to socials ourselves and posted a TikTok calling on talent to hit us up if they wished to participate. All three processes yielded results, and we sourced nine influencers to participate across the three brands.
Once we had talent scouted, we managed the dissemination of creative briefs, discussed and locked in the costs for content, oversaw delivery of assets, and tied everything together with a robust report for the ABG team to review our success.
After the weekend, we calculated the numbers to find our talent’s content was seen far and wide, raking in over 113k impressions and 4.6k engagements in just a couple days. ABG was pleased with this performance and impressed by the fact we were able to bring everything together in such a short amount of time.
But ABG wasn’t the only party impressed with our approach and attentive procedure. Representation of talent followed up with us after the festival to let us know talent loved the opportunity to work with us as well as Frye, Hunter, and Vince Camuto.
“I wanted to follow up and thank all of you for having Annalia and me at your office last week. We really enjoyed hearing more about Plural and getting to meet your team -- you guys are great!” - K.F., Neon Rose
When presented with a tight timeline and a big ask, Plural delivered and excelled. We demonstrated a huge array of skills, from scouting to reporting, building up our processes in real time to masterfully meet our partner’s expectations, and then some. Thousands of eyes found our talent’s content, and that means thousands of eyes met the beautiful array of Frye, Hunter, and Vince Camuto’s summer lines.
Our success with Stagecoach has already paved the way for an extended partnership with ABG by orchestrating influencer activations for Vince Camuto all summer. Our two weeks of Stagecoach led to six campaigns across two months, dozens of talent activated, and a sweeping success for our partnership.
So, have you been dreaming of activating an influencer campaign, but don’t know where to begin? Take your first step by reaching out to us at plural.co/contact - and we will book a meeting.
Spencer Brownstein is a Content Strategist at Plural, leading partnerships ranging from medical nonprofits to cannabis dispensaries.
