Stepping up Chatham’s show presence

The Challenge

This Summer, Chatham's partnership with Badminton Horse Trials presented an ideal platform for ADPR to develop an impactful influencer activation, and so, tasked the team to create a buzz around the brand’s sponsorship of the show. The approach was multifaceted, featuring two competitions – a ticket giveaway and a best-dressed contest – combined with a compelling influencer showcasing of new styles at the show. The campaign aimed to augment brand exposure, highlight Chatham's latest SS23 collection and foster social interaction and buzz.

The Solution

ADPR planned pre- and post-show competitions, offering tickets to Badminton Horse Trials with Chatham, alongside a best-dressed competition hosted on social media highlighting new purchases of the brand’s shoes at the show. With tickets available in a giveaway draw, ADPR developed a social media campaign to win a day’s ticket plus one to Badminton Horse Trials, managing all of the design, implementation and management of the competition, as well as ticket allocation.

To further bolster the excitement around the show, ADPR also invited leading influencers within the country and equine sector, to visit Badminton Horse Trials with Chatham. Key influencers included Rosie (@rosie.inthecountry), Katy (@thespottydiaries), Cara (@countryweekender), Cara (@caracountrylife), and Daisy (@mudwellieandmoor), each handpicked for their alignment with Chatham’s ethos, engagement levels and inspirational content.

The influencers and their plus ones were hosted as VIP guests of Chatham, on the cross-country day of the Badminton Horse Trials. They were each gifted pairs of shoes from Chatham’s latest SS23 collection – a perfect blend of style and functionality that resonated with the event’s ambience – to create content on the stand and around the show. The influencers were entrusted with deliverables including Instagram grid posts and reels, along with compelling stories showcasing new styles and their day with Chatham.

The Results

The show activation was a huge success with the influencers trying the new season’s designs whilst promoting the latest styles through video and picture content on and off the stand. Each influencer loved the new collection and received exclusive 1:1 time with the client, discussing the new features and upcoming developments in the pipeline for Chatham, supported with an ADPR professional on hand. Influencers went above and beyond their initial deliverables, providing great brand awareness, exposure and social engagement for the brand, with a combined reach of more than 100,000.

The ticket competition played a pivotal role in driving engagement throughout the show, with the posts on Chatham’s channels reaching more than 7,000 impressions, 300+ likes, 150+ comments, 12 shares, 32 new follows, and almost 100 profile visits on Instagram. Facebook received a total reach of more than 10,000 (plus an additional 4.7k from a £50 Facebook boost), 740+ engagements, 64 likes, 92 comments, 23 shares and 35 link clicks. We successfully managed and organised 44 tickets across the show.

The best dressed competition totalled more than 40 entries following the show, of customers styling their new Chatham shoes, tagging the brand and using the hashtag #MyChathams. The competition reached 5,714 accounts (16% of accounts did not previously follow Chatham, with more than 30 new followers directly linked to the competition post), 6,413 impressions, 178 likes, 7 comments and 18 saves on Instagram. On Facebook, 1,253 accounts were reached, with 1,284 impressions and 14 post engagements.