Industry: Outdoor Equipment and Apparel
Campaign Objective: Outdoor brand activation can increase sales, customer engagement, and brand recognition.
Campaign Duration: 2 Months (Planning, Execution, and Post-Activation)
Background
One of the top outdoor brands, recognized for its camping gear and clothes, was expanding its consumer base. Even though the company had an excellent web presence and good products, they wanted to engage with outdoor lovers by creating a memorable experience to increase their brand’s awareness in the challenging outdoor industry.
They partnered with Vorson Marcom to create a successful outdoor marketing activation that highlighted their goods’ creativity and durability while evoking adventure.
The Challenge
The company need a marketing plan that would
- Present their products in a genuine, realistic environment.
- Attract outdoor lovers, adventurers, and tourists who share the brand’s values of sustainability, quality, and adventure.
- Create interest in their new range of biodegradable camping supplies, which includes tents, coats, and boots.
- Make the activation something people would want to share on social media to increase engagement.
Our Approach
Concept Development
Vorson Marcom created a complete outdoor trip to promote their Outdoor Equipment items through an experience strategy. Our plan was to organize an outdoor event called a “Adventure Challenge” that would take place in multiple different locations. At this event, participants would be able to see how their items perform in practical outdoor conditions.
Here are the main points:
- Interactive Challenges: An outdoor hiking race, an obstacle course, and stations where participants could see how each item performs in extreme environments would all be part of the exciting and challenging event.
- Product Demonstrations: Each station provided an opportunity to put the eco-friendly products through their tests in a practical situation, such as constructing a tent in the woods, wearing a waterproof jacket because of unexpected weather, or using the supplies in a variety of adventure scenarios.
- Full Brand Experience: At each spot, there would be a branded area with merchandise on display; customers could try out the product and get a better feel for it.
Location and Event Setup
To make the event unforgettable, organizers chose national parks and hiking trails. These spots were ideal for showing their products because they were compatible with their brand and provided a perfect setting.
Event organizers thoughtfully designed rest areas, food stalls selling organic foods, interactive product booths, and live music for each site, allowing guests to relax and socialize after completing the challenges.
Influencer Partnerships & Media Exposure
Famous outdoor bloggers and explorers attended the event, partnering with Vorson Marcom. These individuals will share their experiences with their audience. Influencers shared the results of their item testing and creative projects through blogs, social media, and video reviews.
The event was made known through local news channels and outdoor lifestyle publications, which allowed it to reach a large audience and create excitement among the adventure and outdoor communities.
Social Media Integration & Gamification
Social media has played an important part in the activation. Those who participated were asked to share their experiences on social media with the event-specific hashtag like #Adventure. To make it more game like, we included a leaderboard that showed who had the most points after finishing each challenge.
By participating in online activities related to the brand and sharing their experiences on social media, guests were also given the opportunity to win the merchandise.
Results & Impact
Increased Brand Engagement
- More than a thousand people showed up at each venue for Adventure Challenge, which was much more than expected.
- More than half a million impressions were created by the activity on social media by both the event participants and the influencers.
- In the month after activation, user-generated content and influencer shares produced a 40% increase in engagement on the Instagram account.
Boosted Product Awareness
- Inquiries for new eco-friendly product lines increased by 30% after product displays.
- Customers were more confident and interested in buying the products after seeing how well they worked in everyday conditions.
- More than fifty pieces were published as a result of media coverage in major outdoor publications and blogs, which further increased product awareness.
Social Media and User-Generated Content (UGC)
- Participants advertised the brand on Instagram, Facebook, and Twitter with over eight thousand posts using event hashtags like #Adventure.
- After the event ended, participants continued sharing photos from the photo contests and user-generated content (UGC) initiatives, which helped the campaign keep going.
Sales Effect
- Particularly for their new line of recyclable goods, the company noticed an instant increase in sales. Activation period sales on the web were up 25% and in-store traffic was up 15%.
- Surveys taken after the activation showed that 70% of attendees were more likely to buy things after having a good time with them.
Wrapping It Up
Vorson Marcom changed things with their successful outdoor brand activation. We increased brand exposure, customer connections, and sales through combining engaging product demos with exciting outdoor activities and strong social media participation.
The importance of experiential marketing to create genuine connections with clients was highlighted by this activation. They were able to set themselves apart from competitors and show the true value of their items via shared moments and hands-on experiences.
What Does This Means for a Brand?
Successful outdoor brand activations produce memorable experiences for customers.
Influencer interactions, engaging challenges, and active participation on social media can greatly increase brand awareness and engagement.
Through genuine, meaningful connections with the company, experiential marketing builds a lifetime commitment and increases revenues right away.
Ready to execute your next successful Outdoor brand activation? Contact Vorson Marcom today to bring your brand to life in the most engaging way possible.
