Case Study
At Dupree, we think good branding depends on an excellent knowledge of the target audience. We get involved with brand development for clients whose customers enjoy various aspects of the outdoor life.
Harkila
Shooting and outdoor clothing for experts and professionals
The Harkila challenge
Having worked successfully with Seeland’s UK sales team in 2007, after noticing that its advertising campaigns appeared dated and ineffective, Dupree faced a similar challenge with sibling brand, Harkila. It, too, was not sufficiently recognised by the shooting press and needed a clear, effective positioning in a crowded marketplace.
The Dupree difference
For Seeland, we had used our understanding of the shooting press and its target audiences to develop a strategic marketing and media plan aimed at raising awareness among shooting press journalists. We now redefined and repositioned the higher-priced Harkila range with consistent, contemporary messages and ran high impact DPS advertising campaigns. For Harkila, the message was that the garments are for experts and professionals. We supported this activity with strategic product placements, imaginative stunts and competitions and eye-catching point of sale material involving celebrity endorsement from Jon Snowdon - an expert deer stalker who had been wearing Harkila for years.
The results of our partnership
Harkila realised a 110% increase in turnover in the first year, showing that the target audience really believed that the clothing would perform in tough outdoor conditions. Adopting a strategic approach has led to extensive and positive exposure for Harkila. Now worn extensively by leading magazine editors and other professionals, it has demonstrated continuous sales growth and increased market share.
Client feedback
"This is not just another job for Dupree Creative, it is a lifestyle choice and a passion. Both 'Seeland' and 'Harkila' benefit immensely from this."
Ewen Steel. UK Sales Agent.
