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‘Rather Handy Picnic Rug’ social campaign.

Barbour is synonymous with the wet and cold of autumn and winter. We needed to increase brand engagement during summer through social channels and position Barbour as a lifestyle brand at the heart of summer.

Instead of a typical UGC or outreach campaign, we thought we'd do something a little different. Something that really is designed for the British summer. We invented a new, multi-purpose Barbour product: The Rather Handy Picnic Rug. A special edition, the only way you could get your hands on one, was by winning it online. All people had to do was show us - using #BarbourPicnicRug - where and how they would use the rug during the British summer.



The response was incredible.

18,417 organic microsite visits in three weeks.

5,746 competition entries.

377, 266 campaign video views.

– Nearly 250,000 engagements, overachieving the target by 177%. And 4,047,314 impressions.

The competition not only had a fantastic amount of entries – it had some highly creative ones too. With people doing everything from having a BBQ on the top of a mountain to organising giant firework displays, creating a serious amount of engaging user-generated content.