AMPLIFYING CONTENT
The creative team at Marmot knew how to deliver video content that was incredible engaging. They follow many of their athletes all of the world documenting their expeditions and packaging the stories in to well thought out narratives that their consumers love to engage with. My challenge was - how to extend and amplify this content. I helped created a two prong approach where content was pitched to media and then secured strategic paid opportunities that allowed Marmot’s stories to reach audiences at scale. One of my favorite projects was helping to amplify Mike Libecki’s story around taking his daughter Lily on her first trip to Antarctica. Watch the film HERE and take a look at some of coverage with Outside Magazine, REI, Rock and Ice and National Geographic.
AMBASSADOR TEAM + CONTENT ENGINE
We need we wanted to market product through an Ambassador Team but how to activate the team was where the fun came in. The team designed a seasonal campaign called ‘Finding Winter’ and built in a multi month challenge for every athlete - 16 adventures over 16 weeks. We sent out the newest Mountain Hardwear gear to be well equipped for winter adventures through personalized boxes and a well designed book with adventure prompts built in. We amplified the brand’s messaging goals through our Ambassadors channels and created an ongoing stream of UGC for our own channels. A strategic content engine was born.
