This iconic Canadian brand that’s been largely ignored for the bulk of the last 15 years. It has a long serving outdoors brand in camping since 1885. We introduced a new look and all new products. The challenge was their marketing budget. So we created the outdoorsman’s dream job. We put out a job placement through social media channels looking for two Chief Exploration Officers (CEO’s) to hike and document the Trans Canada trail, spanning 17,000km from coast to coast. Their job; blog and post as they hiked and tested the new Woods equipment.
The number of applications surpassed 15,000. Instead of hiring 2 people, Woods hired 4 teams of 2 to hike the Trans Canada trail. This program started last summer and is still going strong. Whenever they’re out on the trail, they update the Woods social posts…the Woods Facebook page grown to now almost 20,000 people from well under 1,500 before this job posting. Here are samples of their posts:
Once we had established interest and a following for Woods, we launched a series of videos depicting the new gear and equipment: