what we did
Social Media Strategy
Paid & Organic Content Creation
Analytics / Optimization
The nearly 100 year old Eddie Bauer brand doesn't suffer from a lack of awareness, but outdoor consumers aren't fully aware of how the brand is activating all over the globe. The goal for social media was to truly bring to life the brand story, and build credibility with today's active outdoor enthusiasts. Capital Goods developed an overall strategic plan, a platform approach that leveraged their overall GTM plan, combined with a creative POV that would 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 avoided outdoor industry conventions of simply posting beautiful vistas, so we anchored our content in Guide storytelling to make it ownable. We also continued to push inspiration, while building emotional equity for the brand –raising awareness of the brand's history of innovation and purpose.
We focused on documenting the incredible planning, execution and achievements 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.
Our target engages with storytelling that showcases 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 these Guide stories and inviting fans to follow along with us, we continued to prove Eddie Bauer's position as a trusted outdoor brand, while inspiring our followers to get outside and live their own adventure.
Capital Goods with Conveyor Media, built a strategy to test, learn and optimize based on the raw engagement from an array of target audiences. We focused content and media spend on emerging platforms that provided deeper engagement, and amplified successful posts to drive conversions during key sales periods.
Overall audience engagement rate Facebook and Instagram was higher than key competitors.
(interactions per post per 1000 followers)
Time Period: 4/17-12/17