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.
Seeland
A leading brand of down-to-earth shooting and outdoor clothing
The Seeland challenge
Dupree Creative approached Seeland’s UK sales team in 2007 after noticing that its advertising campaigns appeared dated and ineffective. Prior to our involvement, the Seeland brand had not been given due recognition by the shooting press. While sales were increasing, a fresh approach was clearly required to distinguish the brand in a crowded marketplace.
The Dupree difference
We used our understanding of the shooting press and its target audiences to develop a strategic marketing and media plan aimed at raising awareness of Seeland’s mid-range products specifically among shooting press journalists and editors. The message to the consumer over several campaigns was that Seeland understands their needs, offering well thought out, practical products with nice features. The most recent campaign featured ads with the strap 'the expert in the field' and promoted the idea that Seeland products are for down to earth people who know what they're doing.
The results of our partnership
Adopting a strategic approach has led to extensive and positive exposure for Seeland. The brand initially saw a turnover increase of 88% and sales continued to grow - by 35% in 2008 and 34% in 2009. Having gained huge favour with consumers who have formed a close affinity with the brand, Seeland gear has carved a wedge of market share and will continue to do so.
Client feedback
"Dupree presented us with an imaginative and creative range of advertising options to raise the profile of Seeland in the UK market. They challenged our vision and encouraged us to be bold. The inventive series of adverts that followed, featuring dogs in Seeland clothing has been a huge success. The Seeland brand now clearly stands out from the crowd."
Simon Esnouf, UK Sales Agent.
