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Jul 15|Eddie Bauer

Inspiring Adventure with Influencer Marketing

Since 2016, Backbone has been tasked with managing Eddie Bauer’s influencer program. From recruiting and vetting potential influencers to providing hands-on experiences with the brand, Backbone has been the driving force behind this program’s growth and success.

The Challenge

Since 2016, Backbone has been tasked with managing Eddie Bauer’s growing influencer program. The goal of the program is to inspire Eddie Bauer’s networks to explore and adventure and introduce Eddie Bauer as the outfitter of choice.

The Solution

To amplify Eddie Bauer’s fall/winter 2018 outerwear marketing efforts, Backbone coordinated and executed a social media influencer campaign to generate brand awareness and support sales for key GTM product for the collection.

Backbone worked with 28 social media influencers located throughout the U.S. and Canada, with each committing to post sixteen images on their leading social media channel featuring Eddie Bauer outerwear and gear while tagging @eddiebauer and #liveyouradventure. The campaign ran from October 2018 to March 2019.

To supplement influencers’ posts, top-performing content from influencers was shared on Eddie Bauer social channels and some influencers were given the opportunity for takeovers of Eddie Bauer’s Instagram. Backbone monitored content to ensure it aligned with campaign goals and reported on overall reach and engagement.

Instagram Posts
461
Impressions
94 million
Engagements
4 million
Avg. Engagement Rate
4.73%
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