The Client

Established in 1994, Icebreaker creates specialist merino clothing for the outdoors, technical sports and lifestyle markets.

Their lightweight merino products buffer the body against extremes of heat and cold and breathe effectively to prevent clamminess and resist odour. Their products are not tested in a lab, they’re tested outdoors, in the environment they are meant to be worn in.

The Icebreaker Cool-LiteTM range combines two natural performance fibres – premium merino wool and TENCEL® that will keep you cool whilst exercising, in even the hot and humid conditions.

The Challenge

Icebreaker approached Brandwave to create a European digital campaign, specifically to promote their Cool-LiteTM range of products with a focus on Germany, Switzerland and the UK. The campaign needed to reach out to a younger audience, drive awareness of the product and highlight the benefits of wearing merino wool in the summer by engaging with those who live and embrace an outdoors, active lifestyle. The campaign also needed to ensure we captured users’ data to increase the Icebreaker community.

The Result

We developed a campaign that created a personal connection with people and asked them to apply to actively test the Cool-LiteTMproducts, to take the #CoolTest. With this campaign we wanted to create Icebreaker advocates and to spread the message about the Cool-LiteTM  product range and how it feels to exercise in it, thus communicating the end user benefits. We offered up the chance to win a Cool-LiteTM  t-shirt so that the Icebreaker community both old and new had the opportunity to experience the great feeling of the product for themselves.

We launched the campaign on Facebook with two short teaser movies, shot with real people testing the product in Brighton, UK and Tegernsee, Germany while out and about, running, cycling and trekking.

The campaign was predominantly driven by Facebook advertising, using carefully selected ad formats to ensure we achieved high visibility for the campaign with specific targeting to drive quality engagement and interaction. We created and promoted content and managed the ads in both English, German and key European markets for Icebreaker. While promoting the campaign with the video, we also asked the audience to get involved by telling us why they should be the next Icebreaker product tester via the competition microsite.

Once selected, the winners had a chance to test, review and share their stories online on the competition microsite. Giving us the opportunity to reconnect with the Icebreaker audience and showcase the product benefits of the Cool-LiteTM products.

We promoted user generated content from the winners’ reviews and their #CoolTest in action to share their experiences with the already engaged audience.

Video content, promoted to key European markets and interests, again, proved to be very successful. Over the course of the campaign we reached 1.6 million people and generated a total of 680k video views. The most successful post reached 131k people alone with over 50k video views.

The Icebreaker #CoolTest was our first pan-European digital campaign. Timing was extremely tight and challenging, but Brandwave developed a great concept we loved right away. At Icebreaker, we believe in the wonder and power of Nature and strive to offer natural solutions to technical apparel.

We were pleased to see how Brandwave successfully translated this approach into a creative digital campaign that encouraged people to experience what Natural Performance is about – as product testers. We’ve been stoked about the results on not only the reach but engagement level too.

Icebreaker Marketing Europe Team