During the Coronavirus pandemic, with the lockdown and travel restrictions, We Drifters were affected as their main target audience were people who travel to places with lots of bugs.
We Drifters are a premium sleepwear brand using bamboo infused with anti-insect technology. Their clothing is first to market with this technology within sleepwear and is aiming to broaden brand awareness and attract new customers with this unique proposition.
Inspired by travels and struggles with insects at night, Naudia Salmon, Founder of We Drifters, set about creating sleepwear to keep you comfy and bug-free wherever you are. We Drifters champion globetrotters, adventure seekers and weekend glampers to be fearless in the pursuit of what sets their souls on fire, while celebrating inclusivity and diversity.
In the current climate, We Drifters adapted by expanding their target audience to include people seeking comfort at home. While people may not be able to travel far, We Drifters aim to keep people comfy and bug-free at home or on their staycations this summer. We Drifters also adapted their marketing strategy, which prior to the lockdown included several events to support brand awareness. The focus has shifted to digital marketing and building their community online. They are also exploring opportunities to partner with local companies, including independent stores, travel agencies and accommodation providers.
Previously, We Drifters were awarded a TV advertising campaign, thanks to the SME Support Scheme from Sky Media. The SME Support Scheme was launched by Sky Media to support the nation’s businesses and get them back on track following the unparalleled disruption caused by Coronavirus. Due to overwhelming interest, the scheme was extended to a further 150 businesses providing a total investment by Sky Media of £2.5 million.
The brand has also seen a huge opportunity in the form of £50k worth of impacts across national roadside digital out of home advertising space with Ocean Outdoors screens. These played between 4th to 17th May last year, and ran across a selection of sites in major cities, including London, Birmingham, Manchester, Edinburgh, Glasgow, Newcastle, Bristol, and Leeds.
This summer We Drifters aim to make their innovative sleepwear available to the staycationers that need it the most, including those glamping, sailing, and setting off to explore the more rural areas of the UK where mosquitoes and midges can be problematic. To find out more about We Drifters’ bamboo anti-insect sleepwear visit wedrifters.co.uk.
