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Reaching the right audience without compromising the brand.
Vampire Outdoors makes genuinely technical outdoor kit in plus sizes, for people who want to get outdoors properly without compromising on performance. They came to Forty & Co for our specialism in outdoor clothing and in marketing technical, premium-priced products.
Vampire Outdoors serves a community the outdoor industry has long underserved. Some shoppers assumed the brand applied a “plus-size tax”, when its pricing actually compares very well with other technical outdoor gear. The task was to speak authentically to the plus-size community while making the technical specification and value of every product clear, so the price was understood rather than questioned.
We developed a Facebook advertising strategy built around Vampire Outdoors' distinctive audience and technical product offering.
Every ad was written to reflect the brand's voice and speak respectfully to the plus-size outdoor community. Rather than relying on generic clothing messages, we focused on communicating the technical features, performance and value of the products.
The aim was to reach the right customers, explain what makes the products worth choosing and scale advertising without losing what makes the brand distinctive.
We built a Facebook advertising strategy where every ad is written fully on brand: respectful and relevant to the plus-size outdoor community, with technical features given real prominence. The account has held a 4x return while we more than tripled ad spend, so revenue from ads has grown at the same rate.
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