For makers of technical outdoor clothing, word of mouth is an invaluable marketing material. Smartwool, who produce high performance gear from natural fibres, wanted to build their brand in the Canadian market by leveraging the experiences their products enable.
Before working with us, Smartwool lived on the shelves of Canadian retailers and on the bodies of athletes, but they lacked the brand awareness of their more established competitors. They needed a strategy to communicate their brand values and make a place for Smartwool in the minds and hearts of the Canadian outdoor sports community.
By the numbers
To help make Smartwool a name people immediately associate with the outdoors, we developed a community management strategy leveraging a roster of athlete ambassadors armed with content creation guidelines and incentives to capture their adventures. Assets were added to a centralized database, which we curated in engaging posts across social channels. Paid pushes drove traffic at key times and engaging content grew a dedicated following for the brand in the Canadian outdoor sport community.