Goodwood is well known as one of the biggest motor racing circuits in the UK, meaning that the fabulous style of visitors is often overlooked in favour of cars. With this in mind, they asked us to tell the story of the style on display at Goodwood Revival (and various other Goodwood festivals) whilst building a community of like-minded people who have a vested interest in style.
Our approach: ensure we activate the right channel to engage the fashion community… Through research and social listening, we identified that the digital space appropriate to highlight the style stories of Goodwood was Instagram. To populate we enlisted the help of Instagram photographer Henry Knock to capture amazing content at the Goodwood Revival Festival to kick-start the feed and grew the following to over 1K in just four weeks.
But we also wanted to capture amazing style stories from the Revival crowd, we did this by filming a series interviews, where we talked to members of the public and those who work tirelessly to make Revival great. From Barry, the best-dressed winner, to Andy Turner, the creative director of the Revival fashion show, we heard about their joy of sourcing what to wear and the pride and excitement in finally getting to wear it.
To build a community of like-minded individuals, we identified the right influencers to speak to the right people, about the Goodwood Style story, at the right time. By enabling influencers to create great content we captured the human moments at Revival and shared these stories with a receptive audience Driving awareness and receiving 6,400 Likes from Instagram posts and around 20,000 video views from Instagram Stories.