APRIL FOOLS
#21 CAMALOT

SITUATION:

Black Diamond broke into the typical April Fools scene by doing something different – creating too-quirky-to-quite-believe products that really, truly were real and available to purchase. But this year would be the last April Fools in this style so it had to be BIG…like a #21 gold Camalot.

SOLUTION:

Make this year’s April Fools bigger and better than ever with more content, social-specific content and a series of instagram stories, paid support, athlete unboxing videos and distribution.

RESULTS:

– 5.2MM instagram impressions
– 120k organic engagements
– +4k instagram followers in 4 days

MY ROLE:

– Social media manager, on-set content producer