Lee Fraser is a blogger based in Cape Town, South Africa who is also very active on Instagram. He covers men’s fashion and lifestyle and has collaborated with brands including Cotton On, Markham, Hush Puppies, Dunns, Kurt Geiger and Spitz.
On April 11, Fraser published a post proposing various outfits to pair with the latest Tomy Takkies collection. “Tomy Takkies to me are extremely comfortable, stylish and very affordable,” he wrote. “I was honestly very impressed with the wide variety of styles they had this season.”
Fraser styled and photographed five looks with various Tomy Takkies. “I was eager to get my hands on the black and white collection. For some drama, I even added printed ones in my favorites.”
The influencer also posted Tomy Takkies photos to Instagram, yielding an impressive 6,035 impressions.
This campaign was incredibly successful in that it built the brand’s Instagram following and, even more importantly, stimulated user-generated content, helping the brand achieve its goal of creating buzz.
The partnership with Lee Fraser also led to unpaid mention and visuals in two provincial newspapers.
The relationship proved once again how simple alignment with the right influencers can help change brand perception. Tomy has now been repositioned in the same league as other brands Fraser has partnered with, making it more relevant and aspirational.
Fraser will include Tomy Takkies in four blog posts later this year, driving more traffic to the brand’s social media platforms.
Swastika Juggernath, marketing manager at Bata South Africa, commented, “Forming relationships with bloggers and key opinion formers is a huge priority for us this year as we continue with aggressive PR to increase awareness across all our brands and retail chain.”