The campaign involved the commissioning of seven top South African fashion photographers and stylists, who were tasked with each creating a series of images that were posted to their Instagram accounts during the month of November. The images were then turned into large-format fine art prints as well as collectible Polaroid images. The campaign culminated in a one-night-only public art exhibit titled 'Starry Starry Night' on 3 December that formed part of the popular First Thursdays roster.
According to Andrew Roberts, Skagen marketing manager, the campaign was designed to introduce the concept of Hygge. "Hygge cannot be translated in a single word. Rather, it is a combination of many of the pleasures of everyday life: relaxing with friends, enjoying good food, and creating a cozy evening by lighting a candle or two. A picture, as they say, is worth a thousand words, so we gave our photographers free rein to interpret this concept in a series of Instagrams. We think that the result is outstanding."
More than 1.3 million people were reached through more than 600 social media posts relating to the campaign, with high levels of engagement from key audiences. In addition, more than 300 influencers and members of the public interacted with the brand at the 3 December exhibition, where they could touch and wear the latest seasonal range while Skagen representatives explained the unique qualities of each item.
The campaign was developed and implemented by public relations and communications agency marcusbrewster.
For more information about Skagen, please visit www.skagen.com.
