Salomon needs very little introduction within the outdoor industry and is recognised as a global leader in producing outdoor, progressive equipment across run, hike and alpine. They are consistently driven by passion, craftsmanship and their brand ethos; creating gear to enjoy and challenge in the great outdoors.
Since 1947 Salomon has stayed true to challenging the rules in a playful and light-hearted manner, whilst remaining focused and determined. A consistent desire to develop technologies alongside selected top athletes and the brand values reflected throughout the company has made it one of the longest serving iconic brands in the industry.
The Challenge
Off the back of the successful Salomon Sunset Series, Salomon wanted to continue to challenge behaviours in the running community, grow trail running as a sport and inspire individuals to take a step off the pavement and into nature. Salomon wanted to build their trail running community by providing a positive trail running experience to a new audience. By educating attendees on the accessibility of local trails and providing expert guidance on how to trail run.
The Result
Brandwave produced the Autumn How To Trail Run activation consisting of 77 workshops held simultaneously across the UK at 7 locations;
Edinburgh
Newlands Corner
Boxhill
Sussex
Lake District
Peak District
Coed-y-Brenin
Consisting of 2 hour workshops, across 7km and 10km distances, the sessions were led by Salomon coaches who were on hand to educate participants on trail running techniques and training. The workshops were well received across the locations and 75% of attendees trialled Salomon products during the workshops. Participants were provided with invaluable information on local trail running opportunities, techniques and product information, resulting in a positive brand experience.
In a follow up questionnaire the workshop series received a Net Promoter Score (NPS) of 82. NPS calculates the willingness of customers to recommend a company’s services, industry average for a successful B2C event is expected to score in the high 30s. A score of 82 demonstrates Salomon have a campaign framework that can be executed across numerous locations in the future.
Total Number of Attendees
998
Total Digital Reach
2,912,972
Participants Trialled Product
749
NPS
82
In order to drive sign-ups for the workshops, Brandwave ran a digital campaign with Facebook as the key channel. The campaign was highly targeted using the existing database and reached an audience of 2,912,972. Ads were both relevant to audience interests and behaviors as well as geo-targeted to the right locations ensuring a highly engaged audience.
Alongside driving workshop sign ups, was a conversion campaign aimed at participants and similar audiences to drive sales of trail running apparel and kit on Salomon.com. This resulted in an average of 5 sales per day.
