The month-long Outdoor advertising campaign featured adidas, Jack Wolfskin, and Salomon. The primary goals were to increase brand awareness for partner brands, reach a wide audience through communication on various channels and engage them by showcasing multiple brands within the outdoor category, present the latest trends in outdoor gear, and drive sales through integrated marketing efforts.
Let’s have a deep dive into campaign details and explore the outcomes:
Own Media
- Social media and Direct Marketing: Regular posts and updates on various social media platforms. Direct marketing efforts including email newsletters and personalized communications.
- Landing Page: A dedicated landing page for the sport category was adjusted specifically for the campaign.
- Onsite Banners: Promotional banners displayed on eobuwie.pl.
Paid Digital Campaign
- Display Ads: Visual ads across different websites generated almost 19 million views.
- YouTube Videos: Video advertisements showcasing the campaign generated almost 11 million views.
- Social Media Ads: Paid visual ads on Facebook and Instagram generated over 11 million views.
Have a look at the campaign video:
Event
A dedicated event referring to the campaign took place on April 20, 2024, in eobuwie.pl x Modivo Concept Store located in the heart of Warsaw. At the event outdoor experts shared their experiences and advice on hiking. The event also featured promotions of top outdoor footwear and accessories.
It featured a discussion panel on mountain stories led by Piotr Drożdż, Editor-in-Chief of GÓRY magazine, with guests Gosia Jachacz-Łopata (physiotherapist), Robert Nowakowski (climbing instructor and rescuer), and Ryszard Pawłowski (alpinist). Another panel included a workshop on preparing for mountain trips by climbing instructor Robert Nowakowski. The event concluded with a captivating lecture titled “In the Footsteps of Wolf Tracks – Stories About Wolves,” delivered by Michał Figura, a renowned scientist, large predator researcher, naturalist, and outdoor enthusiast.
Check out the video from the event:
Conclusion
The Outdoor campaign successfully met its objectives by leveraging an omnichannel strategy to enhance brand awareness, engage consumers, and boost sales. The collaboration between Adidas, Jack Wolfskin, and Salomon, combined with the integration of diverse communication channels, resulted in a comprehensive and impactful advertising campaign that effectively reached a broad audience and drove significant engagement and conversions.
