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British outdoor clothing brand Dryrobe, which specialises in waterproof and thermal insulated robes for both professional athletes and sports enthusiasts, is aiming to ramp up its digital marketing activity with the appointment of a new agency following a three-way pitch.
Independent agency Kinase, which last month scooped the account of family-owned UK car dealership Thurlow Nunn, has been appointed to the account and briefed to develop the company’s digital brand building and grow marketshare both domestically and internationally.
Founded in 2010 by surfer Gideon Bright, the company manufactures gear for outdoor athletes, particularly in cold or wet conditions.
Its primary product, the Dryrobe Advance, is commonly used in activities including open water swimming, triathlon, surfing, and across a wide range of outdoor sports and is worn by many of the top athletes from all over the world.
The company supplied Team GB with kit for the Rio 2016, Tokyo 2020, Paris 2024 Olympics and Paralympics, and Beijing 2022 Winter Olympics and also has partnerships with RNLI, Red Bull and USA Surfing.
Kinase will handle all PPC and paid social advertising. Central to the brief will be a data-driven, full funnel approach to encourage prospective customers to buy what are claimed to be essential pieces of kit for all outdoor sports and activities, whether for leisure time or competing at the highest level.
Kinase, whose clients include Dreams, Purplebricks, Goldsmiths and Lovehoney, will handle paid search and social activity across all international markets.
Dryrode head of digital marketing Tanya Coulson said: “We’re excited to partner with Kinase, whose expertise in digital media will help us reach new customers, drive meaningful engagement and accelerate our global reach through strategic digital initiatives.”
Kinase founder Richard Brooks added: “I’m thrilled to be working with such an iconic brand as Dryrobe. We’re excited to put our expertise in full funnel performance marketing to work bringing their expanding range of products to new audiences and new markets in a way that celebrates their high performance technical credentials and ethical credentials.”
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