Bringing a new audience to Billy Ruffian

The Brief

We were tasked with increasing awareness of British shoes and accessories brand Billy Ruffian and bringing in a new audience.

Our Response

On a tight budget its all about perspiration over inspiration.

In a first for the brand, we targeted male fashion & lifestyle influencers to increase visibility of the brand on social.

With no budget to support any paid partnerships, we gifted several influencers a pair of Billy ruffian shoes of their choice.

We’ve also been supporting with PR targeting consumer media for seasonal opportunities including Back to Work, Dressing for colder weather and  Christmas gift guides.

The Results

Six influencers posted as a result of gifting, with 4 influencers, including Made In Chelsea’s Tristan Phipps and Harvey Armstrong,  sharing photos of them wearing the shoes on their Instagram grids.

Total social reach achieved to date: 297.7K

Press coverage has appeared in The Sun Online, Marie Claire Online, The Gentleman Magazine, Livingetc, Essex Life, Luxuria Lifestyle and Sorted Magazine.

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