Superdry is building on its influencer marketing strategy, this week releasing its latest campaign fronted by four Australian influencers.
Following on from its The Glen store opening which was fronted by Australian Tik Tokers, Superdry is launching its latest waterproof collection with Love Island’s, Shelby Bilby (154k), YouTube giant, Kristine Fernandez (42k), Nitro Circus BMX biker/Bachelorette star Matt Whyatt (35K) and upcoming Australian rap prodigy iiiCONIC (20k).
The campaign has already clocked up an organic reach of 250,000 across influencer channels prior to its release in stores across Australia and New Zealand.
Superdry head of marketing and PR Matthew Iozzi said that the strategy taps into current trends and pop-culture.
"Influencers, regardless of their platform, are tastemakers of consumer culture," he said.
Speaking to Ragtrader's sister publication AdNews after the opening of The Glen, Iozzi said that the influencer strategy allows the brand engage with a younger consumer.
"We saw a really good opportunity to essentially protect the longevity of the brand by targeting customers that are younger than our traditional customer, therefore providing a brand awareness piece to a consumer demographic that might look to shop with us in a year or two when they have more pocket money," he said at the time.