Million Star Hotel
Results
150,000
organic YouTube views
10%
average YouTube engagement
100+
pieces of coverage
350,000
estimated coverage views
Brief
Rab, the self-styled master of insulation, briefed the agency to launch their all-new spring/summer 2022 collection of sleeping bags.
The new collection featured more recycled fabrics than ever and involved. comprehensive updates to the previous sleeping bag range in both the down and synthetic-filled sleeping bags.
Rab required a platform to reach their targeted outdoor audience that authentically showcased the range in its natural environment.
The idea
The Brandnation team highlighted YouTube as the lead platform to bring the range to life. A largely untapped treasure trove of passionate outdoor YouTubers with super-engaged audiences, we wanted to lift the lid on Rab and its new range through an exclusive experiential.
Hosting 15 influential outdoor YouTubers, we hosted a pilgrimage to the home of Rab in the Peak District – enabling the content creators to get under the skin of the brand with a factory tour including the down-filling station.
This was followed by a stay at a million-star hotel – with a campout deep inside the Peaks – providing the opportunity to get hands-on with the product and put it to the test.
This was underpinned by a press office function – securing key coverage on the sleeping bag range across national, tech and outdoor media.
