PR, Crisis Management & Marketing Support | SHH! PR
When influencers stepped into Doncaster Racecourse wearing Grace & Dotty’s signature fascinators, they weren’t just dressing for tradition – they were redefining what race day style could mean
Grace & Dotty and Doncaster Racecourse approached Shh! PR with a clear ambition: to build brand credibility and attract a younger, digitally savvy demographic without losing the heritage values that define them.
But the market wasn’t easy to crack:
To meet these challenges, Shh! PR crafted a campaign that fused storytelling, influencer credibility, and thought leadership.
Story-driven influencer content
We partnered with 16 carefully chosen influencers and media contacts who shared Grace & Dotty’s ethos. Their authentic, lifestyle-led content reached niche audiences and told a story of heritage reimagined for modern culture.
Amplifying brand visibility through thought leadership
By aligning with Doncaster Racecourse under the campaign message ‘Horse racing is for me,’ Grace & Dotty strengthened their position as a stylish, inclusive, and exciting brand for younger racegoers.
Breaking into modern lifestyle culture
Through partnering with multi-generational influencers, Grace & Dotty’s products were reframed, not just as country clothing attire, but as versatile pieces that align with today’s values of individuality, sustainability, and style.
Results that speak volumes
Influencer marketing drives measurable ROI.
Beyond impressions and engagement, the campaign delivered tangible results – website traffic up 103.6%, add-to-cart rates climbing, and direct clicks from influencer content.
Micro-influencers unlock both trust and growth.
By tapping into niche but highly engaged communities, Grace & Dotty gained 111 new followers in one day and high-quality engagement from new audiences.
Lifestyle-led storytelling converts.
Positioning heritage fashion in a modern, versatile way not only resonated with younger audiences but directly influenced purchase intent – reflected in more enabled baskets tied to consumer pay cycles.
Thought leadership partnerships extend brand credibility.
The Doncaster Racecourse collaboration amplified messaging, reinforced brand relevance, and ensured that Grace & Dotty stood out in a competitive market.
“Partnering with Shh! PR for our Influencer Raceday at Doncaster Racecourse was a true game-changer for Grace & Dotty. We came to them with a challenge: to stay true to our heritage values while breaking into a younger, digitally savvy market. They not only rose to the challenge but transformed the way our brand was seen.
Through their thoughtful strategy, Shh! PR connected us with 16 carefully selected influencers whose authenticity and style perfectly reflected our ethos. By weaving storytelling into every post and aligning us with Doncaster Racecourse’s inclusive ‘Horse Racing is for Me’ message, they helped us reframe Grace & Dotty – not just as country clothing, but as a versatile lifestyle brand relevant to today’s culture.
The results spoke volumes. Influencer content drove over 264,000 views, a 103% surge in web traffic, and measurable growth across TikTok and Instagram. Engagement came not just from loyal followers but, importantly, from fresh audiences who discovered us for the first time. Shh! PR helped us prove that heritage fashion can be both timeless and modern – a trusted, stylish choice for the next generation. Shh! PR didn’t just deliver a campaign; they delivered lasting impact.”
Richard Ellis, Business Development Manager, Grace & Dotty
Grace & Dotty left the campaign with more than just impressions – they gained a reputation for originality, quality, and versatility. By fusing tradition with modern lifestyle relevance, they positioned themselves as a brand that speaks to both heritage-rich racegoers and the next generation.
