Spinnin’ and Orlebar Brown join forces for a second time
Nov 16, 2018
Amount of total YouTube views: 2.190.943
692 swimshorts are sold
Total reach 6.828.875
WHAT IS ORLEBAR BROWN?
Launched in 2007, the Orlebar Brown brand brings ‘shorts you can swim in’, opposed to simply swim shorts. The UK company uses a tailored approach to men’s beach and swim shorts, which resulted in the company rise to great heights and collaborate with some of the biggest stars on the planet, such as Formula 1 driver Daniel Ricciardo.
Create a 'Summer of Music' for the Orlebar Brown customers. They could experience this through playlists, events and unique products. Together with Spinnin' Records the brand created three unique videos to help reach new audiences and to provide engaging content that would help Orlebar Brown recruit new customers.
Edward Lloyd-Davies – Head of Marketing
“Our main goal of the 2018 collaboration was to create a Summer of Music that our customers could experience through playlists, events and unique product. We also wanted to create 3 unique videos to help reach new audiences and to provide engaging content that would help Orlebar Brown recruit new customers.”
Last year Orlebar Brown worked with Spinnin' artist Sam Feldt for a custom made swim short and exclusive music video. This year, the collab continued with two more Spinnin’ DJ’s: Mike Williams and Dante Klein.
Together, the three artists worked with Orlebar Brown and each created their own limited-edition swim short. These co-designed swim shorts were then promoted using upcoming releases of the DJ’s.
The tracks used are: Sam Feldt – 'Just To Feel Alive' (feat. JRM) [Remix], Mike Williams – 'Give It Up' and Dante Klein – 'Nothin’ On You'. The campaign was announced with a special video, shot in Miami during Miami Music Week where the swim shorts were premiered, and the DJ’s were introduced.
The swim shorts were mainly promoted through the DJ’s wearing them in the official music videos of their releases. These official music videos were uploaded to the Spinnin’ Records YouTube channel with more than 22 million subscribers. In the description of the videos, a short text explained the story behind the swim shorts and a link to the Orlebar Brown website.
All videos had the same theme: summer, fun and tropical vibes to perfectly match the Orlebar Brown brand. The videos were of course heavily promoted on Spinnin’ and artist social media channels. At the same time, an Orlebar Brown branded contest was set up for all three releases where fans could win the swim short if they added the track to their favorites on Spotify.
Next to that, all three DJ’s performed or are set to perform at different Orlebar Brown events. Mike Williams played at an event on Malta, Dante Klein at Mykonos and Sam Feldt’s event is happening soon in Dubai at a tropical location to perfectly fit Orlebar Brown. These events weren’t open to public, but fans could still attend Mike and Dante’s events by RSVP’ing through the Spinnin’ Records Instagram Stories. This way we brought the fans even closer to their favorite DJ’s and got them in touch with the Orlebar Brown brand.
Sam Feldt – 'Just To Feel Alive' (feat. JRM) [Remix]
The official music video for Sam Feldt’s ‘Just To Feel Alive (feat. JRM) [Remix]’ was shot in Malta. The video sees Sam Feldt and a dancer go down to the music in various aesthetic and colorful shots, like at a water park and a tropical forest. At the moment, the video has over 786,000 views.
Mike Williams – 'Give It Up'
The official music video for Mike Williams’ single ‘Give It Up’ was made during the Spinnin’ Next trip to Ibiza last year, and also includes shots filmed on Malta. The video focusses on Mike’s trademark skill of playing the piano, with various persons around him busy doing activities. Towards the end of the video, everyone gathers to party and dance with Mike. This video has by now accumulated over 1 million views!
Dante Klein – 'Nothin’ On You'
Dante Klein’s single ‘Nothin’ On You’ had its official music video shot in Mykonos. The video features Dante and a treasure hunter on the hunt for a lost treasure in the ocean. After a drive through a beautiful landscape the two finally find what they’ve been looking for and to celebrate they decide to throw a party on a boat. At the party Dante Klein of course gets behind the decks, wearing his own Orlebar Brown swim short and dancing ‘till the sun goes down. The video has over 389,000 views at the moment.
The results of the campaign have been amazing! With 2,297,306 views on YouTube combined and 6.828.875 social impressions in total through Spinnin’ Records and artist social media, this has been one of our best performing partnership so far. We’re very proud of the results!