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Case Study

Keen A/W – #TrailFit

Get inspired to swap the gym for the great outdoors - in the middle of London, together with Keen & Factory Media!

BRIEF

Off the back of the highly successful SS’17 campaign Factory Media’s very own women’s brand Cooler Magazine and Mpora developed together with European outdoor footwear brand Keen, we have refined the concept for the upcoming winter season – because the TrailFit movement doesn’t back down to low temperatures or drizzly weather conditions.

Keen’s Terradora range, specifically designed for women who take it to the outdoors when it comes to fitness, is back with a special water and weatherproof autumn/winter edition. Fashion combined with function – a perfect suit for the Cooler Magazine audience.

IDEA

Starting off the campaign with a preview on the upcoming event, which combined the elements workout and the food that fuels it, Cooler launched an editorial TrailFit guide to London, hosted by fitness influencer and all-round sports talent Sophie Everard. Together with vegan food influencer Melina Kutelas, who runs the highly successful vegan food blog Aboutthatfood we developed a range of recipes that help TrailFit enthusiasts make even more out of their fitness routine.

Factory Media produced 3 recipe videos, 2 of which were distributed via social media to fuel the consumer’s appetite for what was coming up and engage them to sign up for a spot at the exclusive TrailFit event hosted at the Square Up Group studios in Clapham, and then on to Richmond Park in South London. The coverage from the event itself saw multiple Facebook Live Streams on Cooler Mag Facebook and Mpora, Instagram stories as well as an event recap video, photo gallery and website article.

OUTCOME

Building on the success of its predecessor, the campaign managed to once again highly engage audiences across various platforms.

So far, the campaign has racked up a total of 300K pre-recorded video views, 40K live video views to boost, which puts the total video views at a snazzy 350K. The total reach comes out at 900K with an impressive 33% engagement rate – and every single one of the consumers attending the TrailFit event was blown away by the tough workout, delicious cooking and all-around great vibes.



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