what we did
Social Media Strategy
Paid & Organic Content Creation
Analytics / Optimization
The Eddie Bauer brand reaches consumers multiple times a day across a multitude of channels, but their goal was for social media was to build credibility with today's active outdoor enthusiasts. They came to Capital Goods for an overall strategic plan, a platform approach that leveraged organic and paid posts to align with their overall GTM plan, and a creative POV that would start to differentiate the brand from all the look-alike posts from other outdoor brands.
First things first, we refined Eddie Bauer’s digital tone of voice and personality, and from there established specific social goals to guide tactical campaigns. We knew we needed to avoid the outdoor industry conventions of simply posting beautiful pictures, so we anchored our content in Guide storytelling. All of that work needed to push outdoor inspiration and build emotional equity for the brand to continue raising awareness of the brands history of innovation and purpose in outdoor adventures.
In 2017 we focused on documenting the planning, execution and results of Eddie Bauer sponsored expeditions – elevating their team of world-class guides in the process. We created original posts and shared real time moments, for a rare look into the adventure business that showcased EB’s personality & brand values.
Our target audience responds to content that’s storytelling at its core and speaks to our human connection to the outdoors. For the second year in a row we partnered with #EverestNoFilter as they documented the accent of the world’s tallest mountain – this year as Adrian Ballinger climbed for redemption with no supplemental oxygen, with his partner Cory Richards. Later in the year we invited people to support Kirstie Ennis as she attempted to become the first female US veteran above the knee amputee to summit Carstensz Pyramid. By sharing the guide stories and inviting fans to follow along with us on our expeditions, we we established EB as a trusted outdoor source while hopefully inspiring our followers to get outside and live their own adventure.
The EB brand needs to reach new audiences as it works to align its product strategy with today’s consumers. Capital Goods and its media partner Conveyor, built a strategy to test, learn and optimize based on the raw engagement from an array of target audiences. We focused our content and spend on emerging platforms and amplified posts based on threshold metrics to drive conversions during EB’s key sales periods.
Overall audience engagement rate Facebook and Instagram was higher than key competitors. (interactions per post per 1000 followers)