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Best Influencer Marketing Campaign

PRovoke Sabre Awards – 2020


Belstaff's Here be Dragons Campaign as produced by Droga5, in partnership with The Cirqle

While Belstaff's passionate and adventurous fans frequently share photos of their latest travel trips across the social web in their latest jackets, the luxury brand felt a bigger opportunity was on the horizon. The answer: a user generated content campaign to showcase their fans’ enthusiasm around the Here Be Dragons campaign Belstaff launched.



1,76 mln



London, United Kingdom
Yearly revenue
22 mln
Social networks activated for this campaign


Leveraging The Cirqle's Create platform - Belstaff was able to seamlessly bring user generated content into the e-commerce experience with a direct connection to campaigns across 6 countries. As a result, the brand was able to celebrate fans, inspire new customers and prove a direct ROI from engaging with key creators across the globe.


The brand uses the phrase "Here be dragons", which once marked unexplored places as dangerous but instead inspired some adventurers to discover them. In that spirit, the campaign aims to encourage people to push boundaries. Photographer Christian Weber shot models Mark Vanderloo and Mijo Mihaljcic in rugged landscapes. The ads will run across press, outdoor, digital and in-store in the UK, Germany and Japan, as well as digital and in-store in the US. The work was created by Rick Dodds, Steve Howell and Steve Paskin at Droga5 London, which was appointed as the brand’s creative agency last year.

Offer Distribution

User clicks on content with a CTA to save the offer

Landing page offer

Users can add the offer to their mobile wallet

Offer on device

Direct-to-consumer communication & conversion tracking is enabled

Push notifications

User gets notifications in real time

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1,76 mln
Return on Investment

Belstaff has been providing garments for motorcyclists and explorers for nearly 100 hundred years, so the ‘Here Be Dragons’ essence and spirit of adventure is as true to the brand today as it always has been. We launched the campaign, following the creative from Droga5's “Here Be Dragons” and took the typical fashion shoot to a more otherworldly, uncharted place by collaborating with influencers from all walks of life, across Europe, to produce campaign content that reached millions.

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