Introducing a new generation to the Barbour way of life
Creative Studios | Fashion
Results
250%
uplift in impressions vs brand average
500%
uplift in engagement rate vs brand average.
Record-breaking
click-through-rates and watch-through rates.
Creating cultural relevance for a whole new generation of Barbour customers
As lead creative partner for almost a decade, we've helped shape Barbour's strategic and creative direction – delivering powerful brand, content and social campaigns, and strengthening their relationship with key retail partners.
In partnership with Barbour, we redefined their brand strategy and creative platform, elevating their relevance beyond their traditional British Countryside roots. And that relevance continues to grow today.
The challenge:
Barbour is a heritage brand with a deeply consistent aesthetic. It is connected to a countryside way of life built over generations. Our challenge was to recontextualise that heritage and legacy in a way that was relevant to today’s fast-fashion, social-first generation.
The Creative Focus Model in action:
To make the Barbour way of life relevant and compelling in today’s world, we knew we needed to change the body language of the brand without losing its long-held values.
Informed by our Performance intelligence in social, we found that the call of the wild, the urge to get outdoors, the appreciation for the countryside, was still just as strong as it ever was. It just showed up a little differently: People’s love of the outdoors is a deep interest in social channels; and many get their outdoor fix through the little screen.
Strategy:
Tap into people’s love for the outdoors through social entertainment.
Creative idea:
The Barbour way of life.
Authentic, entertaining and native content for Instagram, YouTube and TikTok. This was pure brand storytelling, balancing the other side of the marketing plan, which is all about partnership and driving news.
A social-first documentary series that celebrated people living the Barbour way of life - those with a pro-nature attitude and an appreciation for countryside and craftsmanship. This format allowed us to show an eclectic mix of characters.
Each shoot was designed as a single production moment, delivering a hero long-form film alongside a bank of channel-specific organic assets optimised for Instagram, TikTok and YouTube. This approach ensured every story was amplified across platforms in a way that felt native and engaging, while also building a growing library of authentic Barbour stories.
Results:
The series has become Barbour’s best-ever performing social content, driving new conversations and cut-through across platforms, particularly impressive for fully organic content with no marketing spend behind it.
GAIN is an agency for today. They don’t think like an agency of the past, they understand that agencies have had to evolve, to stay ahead of the demands of audiences. They are nimble, passionate, cost effective and a great group of talented people. They really are an invaluable partner and their contribution to our brand’s growth has been instrumental.
Leanne Forster, Global Head of Brand, Barbour
The challenge:
Barbour is a heritage brand with a deeply consistent aesthetic. It is connected to a countryside way of life built over generations. Our challenge was to recontextualise that heritage and legacy in a way that was relevant to today’s fast-fashion, social-first generation.
The Creative Focus Model in action:
To make the Barbour way of life relevant and compelling in today’s world, we knew we needed to change the body language of the brand without losing its long-held values.
Informed by our Performance intelligence in social, we found that the call of the wild, the urge to get outdoors, the appreciation for the countryside, was still just as strong as it ever was. It just showed up a little differently: People’s love of the outdoors is a deep interest in social channels; and many get their outdoor fix through the little screen.
Strategy:
Tap into people’s love for the outdoors through social entertainment.
Creative idea:
The Barbour way of life.
Authentic, entertaining and native content for Instagram, YouTube and TikTok. This was pure brand storytelling, balancing the other side of the marketing plan, which is all about partnership and driving news.
A social-first documentary series that celebrated people living the Barbour way of life - those with a pro-nature attitude and an appreciation for countryside and craftsmanship. This format allowed us to show an eclectic mix of characters.
Each shoot was designed as a single production moment, delivering a hero long-form film alongside a bank of channel-specific organic assets optimised for Instagram, TikTok and YouTube. This approach ensured every story was amplified across platforms in a way that felt native and engaging, while also building a growing library of authentic Barbour stories.
Results:
The series has become Barbour’s best-ever performing social content, driving new conversations and cut-through across platforms, particularly impressive for fully organic content with no marketing spend behind it.
In partnership with Barbour, we redefined their brand strategy and creative platform, elevating their relevance beyond their traditional British Countryside roots. And that relevance continues to grow today.
