Empty trails and unspoilt summits. It’s every outdoor enthusiast’s dream — but when the pandemic struck, adventuring outside was put on hold along with everything else.
We’ve long understood the connection between time spent outdoors and reduced levels of stress, anxiety and depression. Which is why, at the height of lockdown, we helped adidas TERREX create a campaign that would both inspire and prepare people for their impending adventures.
To ensure distance between the campaign and the analogous stream of lockdown content from competitor brands, we used our Peak, Pack, Path model to develop a user-generated content (UGC) campaign: ‘outside awaits’.
The mark of any good UGC campaign is its longevity beyond the initial launch. Thanks to the global toolkit we created for localised activations, and a sensitive use of influencer marketing as an effective means of campaign amplification, this one soon took on a life of its own.
The resulting campaign drove brand awareness and ecommerce objectives, while helping to bring the outdoor community together at a critical time.