Keen - #TrailFit
Engage, educate and inspire active women about the benefits of getting outdoors with the Keen Terradora range and the Trailfit movement.
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.
The audiences of Cooler Magazine and Mpora took to the live coverage of the events like a fish to water! Across the 4 events, 50K individuals locked in to watch the live coverage on Instagram, across Cooler, Mpora and Outdoors Magic the articles were viewed over 78K times, and the 4 final video edits garnered 270K views on Facebook.
Over 3K uses of the hashtag #TrailFit have been reported from Instagram alone, with further hundreds of uses on Twitter, spreading the word of the campaign globally.
Keen were not the only ones pleased with the outcome of the events, the three cafes which served as a ‘meeting point’ for the events were delighted to host us, and the LLS Cafe blew everyone away with its artisan salads and healthy smoothies.
Beyond the numbers, our audience feedback was heartwarming with one participant writing in to say:
“This is going to sound cheesy but the whole Cooler / Trailfit thing just completely changed everything!
I've always had this fear of trying new things alone or going on random mini adventures by myself but actually meeting a group of rad women, all doing their own thing and rockin' it...it's been a game changer in my life. I've read Cooler since the start and I've loved every issue, every article so to actually be part of it - dream come true.
Plus, these boots! It's weird - I've always just hiked about in whatever old trainers, followed the path and just clocked up the km, but the second I put these on, it just feels like it's gonna be epic. Kinda like a kid who sees everything as an adventure.. I'd probably live in them if my sister stopped stealing them!