CASE STUDY
HOW A BRAND CAMPAIGN HELPED CANADA’S LARGEST OUTDOOR E-COM SITE INSPIRE CANADIANS TO GEAR UP AFTER LOCKDOWN (SPOILER ALERT: INCLUDES AN INNOVATIVE CONTENT approach THAT DELIVERED BEST EVER ENGAGEMENT RATES)
Role: Creative Direction. Content Strategy. Copywriting. Photo & Video Production
Key Deliverables: Omni-channel seasonal & brand campaign - Social & Site Assets - Content Films
CLIENT ASK:
“Coming out of Covid winter lockdown & into Spring, develop a SS21 seasonal & brand campaign theme positioning Altitude Sports as THE e-com outdoor retailer for adventure seekers eager to gear up & head back out into nature once again”
INSIGHT:
Back in 2020, a year of curfews made us all re-appreciate the simple things in life. From craving nature to new home health routines, coming out of ‘stay-home’ gave us all a new appreciation for nature & everything we love about being outdoors
SOLUTION:
The campaign theme of NEW FOUND RESPECT FOR ________ helped shift Altitude Sports from retailer into an empathetic brand by tapping into the emotions of how much their community had missed their fav outdoor activities.
The flexibility of the theme to translate into different headlines (from NEW FOUND RESECT FOR RUNNER’S HIGH to NEW FOUND RESPECT FOR SUMMIT VIEWS), created consistency & brand awareness from top to low funnel.
It was the first time Altitude Sports had invested in a brand campaign theme and resulted in their most successful ever seasonal campaign & most engaging content numbers.
brand FILM - NEW FOUND RESPECT FOR ALL THINGS SUMMER
Insta Carousel example:
Insta Stories example:
Further examples of how the campaign theme & headline adaptability helped create consistency throughout website & category pages
CONTENT CAMPAIGN
“my NEW FOUND RESPECT FOR _______ “
Extending the campaign theme into a content strategy, a series of monthly films asked a variety of multi-disciplinary Canadian image makers with a passion for the outdoors to tell their personal story of what they’d discovered a new found respect for this summer.
Titled the ‘CREATOR SERIES’, it became Altitude Sports’ most viewed Instagram content & achieved their largest ever engagement rates, generating extensive comments as we asked our followers what they’d discovered a new found respect for post lockdown.
Each creator was given a small fee to aid production, a selection of Altitude Sports gear up to a certain value to feature in the film but most importantly, carte-blanch to create their own theme, visual approach & edit - with our Creative Direction experience keeping it all on track.
On a small budget, the return on investment, engagement and awareness was an innovative approach to developing working relationships with nature loving creators and attracting them and their followers to the Altitude Sports brand.
my NEW FOUND RESPECT for taking care
By FLORENCE RIVEST, ILLUSTRATOR reflecting that as we all turn to nature to heal ourselves, who takes care of it in return?
my NEW FOUND RESPECT FOR RUNNINg
By SEB CAMDEN MOTION DESIGNER recounting how he developed a new relationship to running & wearables post lockdown…
CREDITS:
The Never Homies who helped make it happen:
BRAND STRATEGY: Colleen Bradish
CREATIVE DIRECTION: Neil Frisby
CONCEPT & COPYWRITING: Neil Frisby
ART DIRECTON: William Watcher
PHOTOGRAPHY & ONSET DIRECTION (BRAND CAMPAIGN): Super Bonjour with Mathieu Fortin
BRAND FILM EDITING & MOTION DESIGN: Baillat Studios