The Brief
Engage, educate and inspire active women about the benefits of getting outdoors with the Keen Terradora range and the Trailfit movement.
Keen, the outdoor footwear behemoth wanted to launch their new Terradora footwear range with a bang. Aligning it with the young, fashion conscious and active female audience, the concept of the campaign was conceived when they joined forces with our Cooler Magazine to encourage women to ditch the gym and head outside if they wanted a good, wholesome work out. And thus, the #TrailFit movement was born.
The campaign would run on our Cooler Magazine and Mpora networks, but bringing the product off the computer screens into the hands (and onto the feet!) of our ambassadors and participants. It was the prime example of a social campaign- the word of the #TrailFit movement would be spread by social media, encourging people to sign up to one of 4 events (3 in the spring, 1 in the autumn) where they'd be joined by fitness ambassador Sophie Everard of Mad to Live blog, and head outside to work up a sweat.
3 events taking place in the spring would focus on 3 different outdoors locations where you could get some exercise- from a brisk workout around Hampstead Heath using the natural elements as equipment, a brutual sprint down London's South Bank using concrete benches as apparatus, through to jumping over logs and trees in Epping Forest.
Come autumn, we took our participants on an exciting day trip to Richmond Park to get some exercise in the chilly October air (while we were joined by some local deer!), before heading back to the studio for a cooking tutorial on how to make a delicious vegan roast aubergine tabbouleh.
My Role
As the social media manager of Factory Media, I was responsible for various elements of this project. From the conception of the idea, seeding of the hashtag to influencers and ambassadors, managing the video elements that were produced following the campaign, finally through to live streaming of the events on Instagram and Facebook.
For each event and session, there were a collection of video assets produced which needed to be monitored and released on a schedule that optimised their chances of resonating with the right audiences.
At the events I was holding 2 (!) cameras in my hands whilst live streaming, interviewing people, updating Cooler Magazine and Mpora Instagram story feed, and creativing a bubble of excitement and interest around the events as their unfolded.
Following the delivery of all the items in the campaign, I then produced the end of campaign report.
The Result
Live video views: 90,000 (total)
Post-event video views: 600,000
Editorial article views: 80,000
Uses of #TrailFit hashtag: 4,500
As far as consumer events go, this was a huge success with participants emailing with kind and thoughtful feedback.
This is going to sound cheesy but the whole Cooler / Trailfit thing just completely changed everything!
I’ve always had this fear of trying new things alone or going on random mini adventures by myself but actually meeting a group of rad women, all doing their own thing and rockin’ it…it’s been a game changer in my life. I’ve read Cooler since the start and I’ve loved every issue, every article so to actually be part of it – dream come true.
Plus, these boots! It’s weird – I’ve always just hiked about in whatever old trainers, followed the path and just clocked up the km, but the second I put these on, it just feels like it’s gonna be epic. Kinda like a kid who sees everything as an adventure.. I’d probably live in them if my sister stopped stealing them!
Much love,
