Keen, the European outdoor footwear behemoth, approached Cooler Magazine and Mpora to provide, create and distribute original, audience-targeted content, and curate a series of events that would engage and motivate social media influencers to spread the word about the new TrailFit movement.
The TrailFit movement encapsulated the new Keen Terradora hiking boots, released for SS’17 and specifically designed for fashion conscious and outdoor loving women who are tired of the norm, craving to get back outdoors to seek fitness and wellbeing. The concept of the TrailFit movement resonated with the Cooler Magazine audience, and the word about the movement and lifestyle could be spread via social media with the help of other outdoors-loving female influencers on Instagram and Facebook.
We reached out to Cooler Magazine’s audience, launching an online competition for women and girls to come and join us, and the Instagram fitness x surfing sensation Sophie Everard (of Mad To Live Blog), in 3 different themed outdoors workout mornings. The three ‘events’ were themed – Urban, Park and Nature, and under the watchful eye of Sophie, our small crowd of fitness-orientated women (18-34 age bracket) enjoyed a morning of sweat, laughter and socialising, followed up with a delicious brunch served at our meeting point cafes. As a thank you, everyone who participated were given a brand new pair of Keen Terradora boots to take home.
Factory Media produced 4 videos from each event which were distributed on Facebook (including the press event), incorporated the new Instagram–live stories into our social coverage, and included live-blogging as the events unfolded. Pre-and-post event editorial articles were also released, outlining what happened, what Sophie taught us, and highlighting how much fun everyone had.