A little bit of Christmas magic – Barbour’s heartwarming holiday campaign

This season, British premium brand and global fashion leader, Barbour, drew on their longstanding relationship with dotmailer to create a holiday campaign to remember!

At dotmailer, we love a creative challenge, so when Barbour approached us with their idea for a holiday email campaign, we couldn’t believe our luck; we must have been very good this year!

Barbour and Sons Ltd was founded in 1894, and is synonymous with waxed cotton and country wear, enjoying a reputation for quality and durability. Barbour is sold in over 40 countries worldwide and has over 30 of its own retail stores in the UK, Germany, US and Japan.

The brand also boasts an impressive email marketing initiative. Here’s an awesome statistic: by adding a popover to their website using dotmailer’s surveys and forms tool, the company grew its engaged contact list by 20,000 contacts in just three months! If you subscribe to their list, you’re in for a refreshing treat; the brand is keen to use their email marketing to inspire customers with their collections, rather than send out batch and blast, cut-price campaigns.

We’re ecstatic to announce that our four-year relationship with Barbour has reached new heights of success this holiday season. Working with dotmailer’s talented Creative & Managed Services team, the company has produced a wonderfully dynamic and festive marketing email to accompany their TV holiday campaign: The Snowman and the Snow Dog. Elaine Taylor, Barbour’s Global Ecommerce and Digital Manager, describes why dotmailer was the only choice for the company:

“This year’s Christmas campaign with The Snowman and The Snow Dog is the biggest we have undertaken and we really wanted every element of it to feel special.  We reached out to the guys at dotmailer to see if they could help us launch the holiday campaign with an email that was a little bit magical.”

Based on the famed story The Snowman by Raymond Briggs, the design for Barbour’s nostalgic advert provides a heart-warming sequel; the now grown main character and his dog, both clad in matching Barbour, recall a memorable bygone Christmas in the snow.

Our CMS team got stuck in with the illustrated assets, producing a holiday campaign that perfectly complements its TV counterpart; the design features an animated snowfall header and Snow Dog, an embedded video, and beautifully illustrated CTA blocks.

Elaine continued “We gave them a tight deadline but Brett (our key Account Director) and his team rose to the challenge and came up with some great ideas. The end result was a beautiful animated email designed to work on all devices that captured our theme perfectly. The email campaign went out on time and in the first four days generated a real buzz around the website and on social media.

The result was a real success. The overall campaign has already been seen by 2 million people online, including a whopping 1.2 million users on Facebook – a truly multi-channel achievement for the brand, and a fantastic experience for the dotmailer team.

The expertise, creativity and knowledge that the team at dotmailer brought to the project was fantastic and we wouldn’t have been able to produce something like this without them.”

Check out Barbour’s case study to find out more about the brand’s achievements using dotmailer.

 

 

 

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