Building brand relevance by creating an ‘Outsiders Club’ swimming community
TRUTH
Our challenge was to broaden Speedos’ relevance in more people’s every day lives, by building trust in their reputation as the number one swim brand, beyond competitive swimming. Elevating and extending the reach of the world’s number one swim brand.
RE-IMAGINED
To close the gap on engaging untapped swim communities, we identified “outdoor swimming” as a growing cultural phenomenon. Instead of targeting traditional indoor pool clubs, we re-purposed Speedo’s “Speedo Life” platform on social.
- Launched and ran “The Outsiders Club" - celebrating and documenting outdoor swim communities, the people and their stories, from motivations to value
- Launched through organic content across IG & Meta
- Scaled the community through social first episodic reels, filters and imagery
- Subtly seeded Speedo products such as robes and items included alongside casts own products. Making the approach more natural and authentic.
Episodic content filming with outdoor swim communities across the UK
- 1.4m
- Impressions
- 340%
- Increase in Engamenet
- 17.5k
- Followers versus 2k originally
LANDING THE IDEA
- Built enduring community, evolving YOY for new seasons and new Outdoor swim territories (4 years+).
- Insights informed future commercial Speedo projects for main brand & lifestyle e.g. Folk and ECO Wild Swim Range, including paid tie-ups.
- Imagery was utilised as part of digital marketing campaigns, paid social adverts and landing pages on main Speedo website.
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Speedo Outsiders
Elevating and extending the reach of the world’s number one swim brand. Propelling swim culture beyond its traditional swim lane. Building brand relevance by creating an ‘Outsiders Club’ swimming community.
