Karen Walker and Blunt Umbrellas are a match made in sartorial heaven. We were tasked with creating a digital campaign to get these puppies selling. The plan: to create a set of abstract and intriguing but beautifully crafted content pieces to catch the eye, with a killer back-end strategy to get it in front of the right people. It was felt that the creative content needed to have a dream-like quality to reflect the abstract design of the product, and the often surreal experience of being in your own world under a Blunt umbrella. Then, using this beautiful content, we would leverage social media through strategic advertising and direct response ads to drive demand and ultimately see umbrellas fly off online-store shelves.
There’s something sheltering under a blunt umbrella that gives a gorgeous sense of sanctuary. You’re in your own private world, you own dome, light and sound take on a different attitude and you feel ever so slightly removed and cocooned. It’s kind of heavenly.
The chosen location for the shoot was the unparalleled Gibbs Farm. This surreal setting would give us an opportunity to place the product in a grandiose and unique landscape. It’s here that we shot a brand video, a series of social video edits, and a photography set for the campaign. We shot the still campaign on a Canon Mk4 with Sigma lenses and the video content on Sony A7 and Sony FS7.
Our sales-focused social ads went so damned well, we sold out of all Karen Walker x Blunt Umbrellas online in just 5 days.These ads used a variety of techniques to reach a particularly relevant audience on social media. We were able to track individual ‘brolly purchases back to specific ads/pieces of content, see which were performing best, and see the exact return on every dollar spent.