Founded in 1924, Belstaff is a global luxury lifestyle brand steeped in its unique British heritage and the spirit of adventure. Belstaff is the reference for authentic moto-inspired outerwear, with typically male customers.

Liv Tyler become a brand ambassador to reach a new female audience. In the spirit of the brand ethos, a campaign video based on aviation pioneer Amelia Earhart’s passion for flying was created to launch the capsule collection.

To measure beyond standard reach and view targets, we wanted to understand the effectiveness and impact of the Liv Tyler Collection using Google’s Brand Lift solution. As typically Belstaff catered for the male luxury shopper with little cut through within the lucrative female luxury audience, brand effectiveness was an important metric to capture.

Our brief was not only brand awareness across UK, US and German female luxury shoppers, but also to measure the effectiveness of our campaign across Ad Recall and Consideration measures.

The campaign was run alongside our ongoing e-commerce funnel activity where we could measure the success of the new prospecting channel within our evergreen strategy.

The Female collection now accounts for 30% of all Belstaff e-commerce sales.