LIVE NOW. CLIMB LATER.

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SITUATION:

March 2020. The start of the COVID-19 pandemic and a world unlike any we’d ever experienced. As a brand that relies heavily on athlete and ambassador-driven content from travels abroad to program our channels, we were faced with new issues: 1) our team wasn’t getting out to capture content and 2) we had a social responsibility to put a hold on our usual adventure-based messaging. We had to think quickly and readily adapt to the rapidly-changing environment in order to stay relevant.

SOLUTION:

Show our community that we’re all in this together by giving an inside glimpse to what our team was really doing during the start of the pandemic and the vulnerability they were feeling with raw, real-time content. We tasked our athletes and employees with submitting photos and videos of how they were occupying their time in lockdown, showing authenticity while bringing light into an otherwise dark time. We used the tagline #LiveNowClimbLater
Types of Content:
– home training videos
– highlighting team members who work on the frontlines
– getting creative with what’s around the house
– short, weekly IG Lives with athlete duos about recent topics
– inspirational content to remind followers that there are things to look forward to
– recycled brand content, as needed

RESULTS:

– 30 unique posts specific to the #livenowclimblater campaign
– 360k+ campaign engagements
– increased rapport and brand loyalty
– constantly-changing social landscape led us to be data-driven and adapt the content stream consistently