Talent Procurement & Influencer Activation
In continuation of Matalan's “AlwaysOn” strategy, ITB was tasked to cast celebrity talent and content creators to share their advice on the latest fashion, fitness and homeware trends, providing personal insights and tips for Matalan customers on their social media as well as on Matalan owned channels.
Casting, Negotiation, Securing
Whether it’s fitness advise from Robbie Savage and workout destroyer Andrew Tracey, the latest suit collection modelled by George Lamb, candid behind-the-scenes looks from fashion influencers like Amy Bell, Hannah F. Gayle or Callie Thorpe or a first time Matalan visit by the Saconne Joly's captured for their Youtube channel, the content engages the existing Matalan audience in a conversation with the brand and allows the rest of the UK to rediscover this much loved brand through new eyes.
25 influencers and celebrity talent created content for the brand over a two month period, resulting in a combined reach of over 16 Million followers on talent channels, over 17% follower uplift on Matalan's Instagram and, most importantly, a flurry of enthusiastic comments from excited customers:
"I last visited Matalan over 8 years ago and didn't even consider returning, until now! Going to have a nose at the weekend...";
"I can't believe these are from Matalan?!?",
"Gorgeous. Need to go to Matalan now."