12 DAYS OF SENDING

SITUATION:

The Black Diamond team did a lot of really cool things this year, from hard, hard climbing routes to big First Descents to winning Oscars and qualifying for the Olympics. Basically, we have one of the coolest teams out there. As we end the year, we want to find a way to celebrate our team and bring some holiday cheer.

SOLUTION:

Share some of our biggest highlights during a play off the Twelve Days of Christmas – we called it the 12 Days of Sending. Using this outline, we highlighted some of our team’s biggest accomplishments this year, both on and off their chosen playing field, through a 12-day series of top posts and stories. We gave every athlete and ambassador the opportunity to participate by submitting their personal highlights to be used in customized instagram stories, and used the custom hashtag #12daysofsending to track metrics.

RESULTS:

– 270k engagements (likes + comments)
– 12.4MM impressions
– 5.3% engagement rate