The problem
Transitioning from a Renowned Skatewear Brand to the Competitive Surfwear Market
HOAX needed to appeal to a new audience with different tastes and expectations. The challenge was to create content that would connect with the surf culture and establish HOAX as a credible brand in the surfwear market.
Industry Transition: Moving from skatewear to surfwear required a new promotional approach to connect with a different culture and audience. This transition needed a fresh strategy to appeal to the surfing community.
Geographical Dislocation: Operating from Ipswich on the east coast of the UK, far from the popular surfing locations on the west coast, it was challenging to capture relevant content and engage with the surfing community.
Environmental Factors: Conducting in-water videography and photography presented unique challenges. These included managing equipment in harsh conditions and ensuring safety while capturing high-quality footage.
Our solution
Producing High-Quality Content to Captivate the Surfing Community
We developed engaging photos and videos shot in dynamic surfing locations. The content showcased HOAX’s new surfwear line in action, featuring real surfers and authentic surfing environments to resonate with the target audience.
Engaging Content Creation: We focused on producing high-quality, engaging photos and videos. This involved shooting in dynamic locations and creating visually appealing content that resonated with the surfing community.
Strategic Locations: We collaborated with HOAX to identify and shoot in key surfing spots. This ensured that the content was relevant and appealing to the target audience.
Operational Procedures: We developed standard operating procedures for in-water videography and photography. This included training and preparing the team to handle the unique challenges of shooting in a marine environment.
The results
Boosting Social Media Engagement and Significantly Increasing Surf-Specific Sales
The content generated a substantial increase in social media engagement, with shares and likes far exceeding previous campaigns. This resulted in a significant boost in sales for HOAX’s new surf-specific products.
800+ likes
Positive customer feedback
Videos received tremendous response on Instagram and Facebook. The high-quality content attracted a lot of attention and significantly increased the brand’s visibility.
Successful launch
Notable increase in sales for surf-specific clothing and surfboards. The successful promotion translated into tangible business growth for HOAX.
25%+
Increase on typical engagement
Surfing content achieved a 60% higher engagement rate compared to previous skateboarding content. This demonstrated the effectiveness of the new promotional strategy.
Useful lessons for businesses
Effective Planning
Detailed preparation ensured the quality and variety of footage. Proper planning is crucial for handling complex projects and achieving desired outcomes.
Quick Turnaround
Rapid editing and delivery were essential for timely promotion. Meeting deadlines is vital for maintaining engagement and relevance in fast-paced industries.
Visually Appealing Content
Interactive and engaging visuals significantly enhance social media engagement. High-quality content can greatly increase a brand’s reach and impact.