Press and influencer trip to Levi, Lapland

Saga Furs organized a three day press trip to Levi between January 8th and 11th . The guest included international journalist and stylist from the fashion industry and social media influencers.

The aim for this trip was to create relationships with journalist and social media influencers and to get fur visible on social media. Building and maintaining media relationships is important to Saga Furs, as it ensures that our furs are portrayed fairly in media outlets and that our sustainability and quality efforts are known. Additionally, these relationships increase the probability of Saga Furs products being displayed and discussed in magazines and online.

The trip was made with a collaboration of one of Saga Furs partners Moose Knuckles, who provided PR-sample jackets for the guests. One goal of the trip was also to improve the visibility of Moose Knuckles, which uses Saga Fur in their garments. Moose Knuckles is a Canadian company founded in 2007 based on a long tradition, dating back to 1921. The company strives to make the most luxurious sportswear in the world using Canadian know-how, luxury materials and hardware, impeccable tailoring and attention to detail while maintaining a wild attitude.

The campaign resulted in immediate social media visibility. More long-term results are also expected from improved relationships and improved brand image among influencers, such as future collaboration possibilities.

Despite of the challenging anti-fur social climate we noticed a sincere interest and affection for real fur among the guest. Influencers posted well to social media and their photos had a good reach among followers. We were able to show our brand and fur through influencers to 2.3 million people.

Social media discussions included positive comments and good arguments in defense of fur. We were also able to create some important relationships that we already plan to use in future collaborations.