Case Study: 005

Brand: Outdoor Voices

Date: 2018 - 2019

Role: Strategist & Community Director

Doing Things: Freeing fitness from performance, moving your body for your mind and approaching activity with moderation, ease and delight. Outdoor Voices tapped our team to bring this idea to college campuses with a student influencer program. The goal; increase brand awareness, build brand affinity and drive sales.

Strategy

When OV needed to grow brand awareness with new consumer groups, we knew posting active pictures wouldn’t be enough. The campaign needed to be on brand and move needles.

Insights showed us our best opportunity to engage new consumers was with a previously untapped market: US college students.

We hand-selected authentic, locally-relevant students who love #DoingThings on campus and on social. Armed them with the brand knowledge and content direction to drive sales. Incentivized them to share by earning product.

Results

Throughout the semester-long campaign, we activated 130 OVU reps, generated 350+ campaign posts and maintained a 22%+ average engagement rate. The program built brand affinity, acquired new customers and drove sales.