Challenge
Starting a cult When Quiksilver launched their first pair in 1969, the reason was simple: make the best boardshorts. Over the years, it won World Titles, broke rules and connected communities. But in a saturated market, it lost its leadership position. We needed to re-establish the brand’s Original DNA by creating an emotional connection to its iconic product. We needed to start a cult.
Solution
It’s not the 1969 boardshort. The Original was updated and amplified to align with what our audience is looking for: comfort, performance and sustainability. Through authentic storytelling and epic surfing content, we brought it back to life. We ripped off the seam. We showed our audience what The Original Boardshort is made of and how stoked they could be by wearing this iconic piece of surf history. Getting amped The Original campaign was all about creating a collective feel. Using the hashtags #TheOriginalBoardshort and #IconicForAReason, we invited our audience to join the lineup and share the stoke with us. To support these tags, we launched a range of GIPHY stickers. The goal? Our audience used them as part of their product experience in their day to day posts. And thus, aided the overall awareness.
Results
Setting the tone for ongoing stoke The Original has been the common thread of a thousand stories and it’s got plenty more to tell. The proof is through our campaign and publishing +200 posts in a month, we reached 7.8M people.
SHARE Creative
SHARE Creative is a data-led creative agency that provides best-in-class professional services to the world’s biggest brands, such as Diageo and Microsoft. We precision-engineer relevancy by mixing pioneering research and technology with creativity. SHARE uses social listening to inform all strategic and creative activations for clients. The teams of researchers, data...
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