SEALSKINZ

As Global Content Manager for the pioneers of waterproof outdoor accessories, the mission was clear: grow the brand's reach by showcasing the effectiveness of the product in enabling people to enjoy the outdoors, whatever the weather.


This involved some deep work to bring the brand's content offering up to speed - strategising, capturing user feedback and stories, then proclaiming the Sealskinz values and product virtues in an enaging way, to build the tribe and increase market share.

Challenge
To assist in the levelling up of Sealskinz as a brand, and expanding its reach through premium and engaging content production. Content to be used on social and across paid, owned and earned channels.

Much of my activity centred around social media strategy and content. This content was distributed globally across all touchpoints.


This focussed on growing the following and engagement levels across Sealskinz social channels, by conducting deep-dives into consumer interests, and from this base developing engaging story-based content. This was often in partnership with key outdoor influencers.

Largely working remotely from the Norfolk HQ had its challenges, but this didn't ever get in the way of producing work that connected with sales, marketing team goals and targets.

Engaging with the audience through partnering with authentic outdoor adventure influencers was a key part of the success of content campaigns. Careful research into influencer metrics and tone of voice led to the slection of athletes and influencers who proved to be a great fit for the brand.

While I employed my own creative capture skills, budget and time restrictions (and not least having to jump outside for weeather in what was a notably dry few winters!) meant that I occasionally recruited some of the leading adventure sports videographers and photographers for campaign work. This enabled me to build a great network of expert creative contacts.

Content effectiveness was contantly measured using the latest analytics tools. This insight then fed back into the content planning process.
01.
Communication
02.
Research
03.
Creativity
04.
Measurement

Aside from studio product captures for product listings, I self-shot or directed shoots for a whole range of in-the-wild images, to breathe more life into Sealskinz product showcasing.

VIDEO SHOOTS
2020

America

Pacific NW shoot | Hike

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2021

Germany

Nuremberg shoot | Road

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2022

United Kingdom

Peak District | MTB

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SOCIAL CREATIVE
100
PERCENT INCREASE
IN ENGAGEMENT
76
PERCENT INCREASE
IN CLICKTHROUGHS
67
PERCENT INCREASE
IN SALES

AMERICA

America 2020

Location

And if it rains, a closed car at four. And we shall play a game of chess, pressing lidless eyes and waiting for a knock upon the door.

Material

At the violet hour, when the eyes and back, turn upward from the desk, when the human engine waits.

Germany

Germany 2021

Location

And if it rains, a closed car at four. And we shall play a game of chess, pressing lidless eyes and waiting for a knock upon the door.

Material

At the violet hour, when the eyes and back, turn upward from the desk, when the human engine waits.

UK

Jimmy Hughes 2022

Location

And if it rains, a closed car at four. And we shall play a game of chess, pressing lidless eyes and waiting for a knock upon the door.

Material

At the violet hour, when the eyes and back, turn upward from the desk, when the human engine waits.

Curiosity

Look beyond the obvious

2023

Setting

At the violet hour, when the eyes and back turn upward from the desk, when the human engine waits.

Location

April is the cruellest month, breeding lilacs out of the dead land, mixing memory and desire, stirring dull roots with spring rain.

Simplicity

Keep it simple, stupid (KISS)

2023

Setting

Madame sosostris, famous clairvoyante, had a bad cold, nevertheless is known to be the wisest woman in europe.

Location

Winter kept us warm, covering earth in forgetful snow, feeding a little life with dried tubers.

Growth

Nocturne

2023

Setting

The chair she sat in, like a burnished throne, glowed on the marble, where the glass.

Location

Doubled the flames of sevenbranched candelabra reflecting light upon the table as the glitter of her jewels rose to meet it.