Chatham's Made in Britain BYU Launch

The Challenge

Chatham, known for its nautical footwear and British heritage, has seen its sales shift to the country and equine market in recent years, naturally complementing the brand's marine heritage and customer base. As part of our PR campaign, we support Chatham’s partnerships within the sector and thus, Chatham tasked ADPR with helping them bring Chatham to life through the De Vere partnership.

“We are delighted with the results of the campaign led by ADPR and exceeded our expectations in terms of results. Partnerships are becoming a bigger focus for us as a brand, and it’s great to have ADPR’s expertise on hand to help us maximise these.”

Philip Marsh, Managing Director of Chatham

The Solution

ADPR worked closely with De Vere Hotels, a collection of country estate hotels, to offer a select few country influencers an exclusive overnight stay accompanied with dinners, a tour of the grounds, and a schedule of activities including swimming and yoga. This experience was further maximised by gifting the influencers and their guests with pairs of Chatham shoes ready and waiting in their room upon arrival to see them through their stay.

We worked with three influencers for this campaign, @countrysideraunzel, @mudwelliesandmoor and @countryweekender. In return for the overnight stay at De Vere, the following deliverables were agreed:

For De Vere:

A minimum of 1x Instagram post
Instagram stories during the stay
1-2 Images to be shared with De Vere for use on their Instagram with credit and newsletter

For Chatham:

1 or more Instagram posts including gifted shoes and tagging Chatham
1 or more Instagram stories tagging Chatham
Social/blog post reviewing the shoes and weekend

The Results

Expected deliverables with each influencer were agreed upon ahead of their stay, however, each went above and beyond what was initially agreed. Each influencer delivered multiple grid posts and stories across Instagram, tagging both Chatham and De Vere throughout, and in some cases, linking directly through to the Chatham website to support sell-through for Chatham.