Agency Debuts Influencer-Led Campaign for Fence Stain, Immediately Regrets It
AUCKLAND, Thursday — In a bold move unlikely to be taught in any reputable marketing course, ad agency Goose & Bramble has launched a nationwide influencer campaign for PineTone™ UltraGrip™ Fence Stain. The campaign, tagged #FenceFlex, features 17 mid-tier lifestyle influencers embracing 'emotive staining' as the summer's hottest self-expression trend.
Creative Director Lachlan Vermeer says the brief was to ‘reposition fence stain as cultural currency,’ which apparently translated into a three-minute branded film of a barefoot man silently crying while painting his neighbour’s fence at dusk. "We wanted something raw, meaningful, and contractual," Vermeer explained. "And, yes, it had to be shot in Rotorua. For texture."
Early results have been mixed. While engagement among lifestyle bloggers peaked when wellness influencer @TranquilTahlia used the product to paint her driveway 'as a metaphor', the brand's rural customer base remains sceptical. “It’s got too much lavender,” said one Northland farmer, though PineTone™ has never confirmed whether 'Lavender Lament' is a real colourway.
Internal Slack leaks suggest the agency is quietly phasing out the campaign following reports that two influencers suffered emotional breakdowns after staining seven consecutive palings without breaks. A planned TikTok dance collab between stain brand ambassadors and a retired sheepdog has also been shelved pending a disciplinary review from the SPCA.
In completely unrelated news, Goose & Bramble are now pitching for a quinoa brand.
Creative Director Lachlan Vermeer says the brief was to ‘reposition fence stain as cultural currency,’ which apparently translated into a three-minute branded film of a barefoot man silently crying while painting his neighbour’s fence at dusk. "We wanted something raw, meaningful, and contractual," Vermeer explained. "And, yes, it had to be shot in Rotorua. For texture."
Early results have been mixed. While engagement among lifestyle bloggers peaked when wellness influencer @TranquilTahlia used the product to paint her driveway 'as a metaphor', the brand's rural customer base remains sceptical. “It’s got too much lavender,” said one Northland farmer, though PineTone™ has never confirmed whether 'Lavender Lament' is a real colourway.
Internal Slack leaks suggest the agency is quietly phasing out the campaign following reports that two influencers suffered emotional breakdowns after staining seven consecutive palings without breaks. A planned TikTok dance collab between stain brand ambassadors and a retired sheepdog has also been shelved pending a disciplinary review from the SPCA.
In completely unrelated news, Goose & Bramble are now pitching for a quinoa brand.