Sports marketing agency, Brandwave has taken global outdoor brand Salomon into the world of digital influencers with the launch of the Salomon #RunUnexpected campaign. According to Brandwave this saw ‘vast online exposure to move the global brand into a new sector.’
Salomon has been a strong player in the outdoor industry since 1947 and after its series of Salomon Trail Running Festivals in 2019, the company challenged Brandwave to elevate its presence through social media.
Launching #RunUnexpected, Brandwave invited 30 carefully selected influencers within the fitness industry to an event with an element of the ‘unexpected’. This was in order to reach a new audience via social media, creating a story and a mystery behind the event to furthermore boost social interaction.
Deciding what the unexpected element would be, the primary campaign objective was to interact with influential targets in order to reach the wider audience of their followers and promote the ‘accessibility and joy that trail running offers’ and that Salomon can enable.
Rather than grit and competition so often associated with getting active, #RunUnexpected wanted to show ‘how wonderful the great outdoors was with the unexpected views, experiences, friendships and memories that you make along the way.’
In the lead up to the event, the invited influencers posted about their mysterious invitations, the goodie boxes they had received and commented on one another’s pages once they realised who else had been invited on the adventure. (An adventure they only knew the basic logistics for and making it clear it was unlike anything they had even been part of.)
A carefully sourced strategic partnership to grow the event infrastructure with Kind Bar encouraged participants to embrace the spirit of adventure as they prepared to set off, further aided by the Salomon ambassador athletes who delivered running technique and training tips.
Consisting of a 12km trail run through the UK’s Brecon Beacons, the route itself and the final event village was adorned with waterfalls, flowers, (as well as an unexpected helicopter). Brandwave added that the setting was almost everything quintessentially Instagram…aside from a unicorn!
Guests excitedly shared their experience of the run with one another over food and later online. With an online reach that spanned over 5 million people; and with thousands of likes, comments and engagements, Salomon notes that it has seen huge growth in its digital presence.
Paul Griffiths, Head of Marketing at Amer Sports UK & NL (the owner of the Salomon brand) said, “With the #RunUnexpected campaign, we really wanted to set the benchmark for influencer marketing within the outdoor market. We could have simply paid our way to reach a high number of consumers through influencers with a high following, but instead with Brandwave’s help, we approached it from a slightly different angle and recruited a pool of influencers that we knew would continue to share the Salomon story beyond a single post – by converting them into true advocates of the brand and the sport. We well and truly achieved this and we’re looking forward to taking this concept a step further in 2020.”