Fish in the Reads: How we helped Orvis UK connect with customers through shared passions
Summary.
A new free virtual series for 2021 – ‘Fish in the Reads’ - connected booklovers and fishing enthusiasts with the authors behind some of the most creative and well-known books in the industry. From its success, a new event was created, meeting customers in person on the banks of The River Test.
Here’s how we brought Orvis UK’s brand values to life and delivered it directly to customers across the country, during another national lockdown..
Our Services.
Experiential Digital Strategy
Social Media Strategy
Events Management
Content Development
Public Relations Outreach
The Challenge.
Whilst we were all looking ahead to a brighter 2021, the beginning of the year was not without its challenges for so many. The Orvis UK team expressed the need to keep in touch with its customers over the winter months and lockdown. With 18 retail stores across the UK closing its doors once more, Orvis relied on its Consumer Direct avenue and social media channels to continue trading and reaching customers.
Our Solution.
We crafted a virtual event series to offer their customers the opportunity to connect with some well-known authors from the industry, enjoy light entertainment and have something to look forward to each week, from the comfort of their living rooms. The reading evenings aimed to create an environment for valuable learning, sharing and relaxing with the opportunity to meet some of the UK’s most prolific fly fishing and conservation writers.
Hosted on Eventbrite, we wanted to ensure customers landed on a professional profile with an upcoming events calendar to browse and attend, where previously Orvis had not had this platform. The series proudly supported theMissing Salmon Alliance with an optional donation for each event, further highlighting the brands commitment to conservation and protection of the environment.
The Results.
Five well-known authors, David Profumo, Luke Jennings, Tom Fort, Charles Rangeley-Wilson and Simon Cooper, presented an evening each during February and March, hosted by the Zambuni Team on Zoom. Resulting in…
Total number of registrations: 521 people
Total number of attendees: 322 people
Total Eventbrite page views: 3,106 views
A grand total of £431.40 raised through optional donations for the Missing Salmon Alliance across 5 events.
Fast-forward to June: A ticketed event with the authors from the virtual series to create a midsummer's evening experience, in person, on the banks of The River Test. Joined by artisan gin makers, Chilgrove Gin, and catering from Kimbridge Barn, revellers were able to meet the people they met online just months before.
Press coverage for both events secured in Trout & Salmon, Country Life, The List, Andover Advertiser, Visit Hampshire and What’s On Hampshire. A social media strategy securing promotion with the Authors, Publishers, Trade Magazines, Orvis Retail Stores and the Orvis UK channels. Graphics and content developed for use in Print Advertising, Print Catalogues, Email Marketing and Social Media.
The Feedback
“Thank you for organising the Orvis UK Fish in the Reads series of events. I’ve attended all and loved the. Just wanted to send my appreciation for introducing me to some excellent books and giving me something to look forward to over the last few months.”
— Gerry
“David, thoroughly enthralled by your reading. Thank you so much.”
— Gary
“Enjoyed the take of the 5lb brownie, for a few minutes I felt I was there with you! Roll on the end of lockdown!”
— Richard
“Great evening listening to your readings and memories. Thank you”
— David