BLACK DIAMOND EQUIPMENT

ROLE: social media manager

SITUATION:

Black Diamond is one of the largest players in the outdoor industry, reputed for its strong product innovation and stellar athlete team. In June of 2019, I joined the brand as the social media manager on a very lean marketing team with next to no budget. There was no defined social media strategy or clearly defined goals, which led to input coming in from every direction. My role: develop a social media strategy that would grow with the brand and hit business objectives while building on Black Diamond’s strong brand following and tapping into new consumer demographics.

APPROACH:

Utilizing a strategic, forward-thinking approach and my in-depth knowledge of climbing, running and skiing communities, I developed a social media strategy for the brand from scratch to use as a north star and inform key stakeholders, defined goals & KPIs and slowly built up the social media team. I briefed creative teams on social media best practices & platform-specific content and produced and curated content that would resonate with Black Diamond consumers while also appealing to new demographics.

RESULTS:

– developed a brand social media strategy from scratch
– introduced platform-specific content creation & best-practices
– 455MM impressions, averaging 354k per day
– increased global social media following (historically US-dominant)
– 28% channel growth on @blackdiamond instagram, despite a global pandemic & tumultuous landscape
– relaunch of community-based instagram channels to increase awareness in new categories, including 500% follower growth for @blackdiamond_snow

CASE STUDIES: