Nufferton – Campaign

Challenge Premium loungewear brand Nufferton needed help to re-launch its striped icons. When entering the project, the distribution was at the time 65/35, with retail accounting for the majority of sales. The ambition for the future was to make a shift: letting their own e-commerce platform (Nufferton.com) become the hero and account for the majority of profits. Insight We needed to leverage and enhance all digital media channels and activities in a way that hadn’t been done before. In light of this, we also needed to ensure that the brand would stand out aesthetically in a segment that at the time was dominated by “quiet luxury”. Solution We streamlined everything from seeding activities to (automated) newsletter flows to optimize online traffic. We created a social-first campaign with influencer marketing as an important cornerstone. In this, we actively reached out to influencers with a slightly higher fashion input than before. Result The campaign quickly gained traction, driving a 105% increase in online traffic and earning attention from high-fashion profiles such as Lykke Li, Gabriel Achilesion, and Trine Kjær. It also marked the brand’s strongest commercial performance of the year, with a 135% increase in e-commerce gross revenue during the campaign period.