Case study · Social video
Helping people get to know a local shop before they walk in.
Light-hearted social videos that changed how people saw Wild Rock Outfitters, and built trust along the way.
Client
Wild Rock Outfitters, Peterborough
Services
Social media marketing, video production, email marketing
Channels
Facebook, Instagram, email and the Wild Rock blog
The need
Great advice, but a reputation for elite gear.
Wild Rock Outfitters is an independent outdoor and cycling store in downtown Peterborough. Over 25 years it built its success on great products, expert advice and real connections with the local outdoor community.
But the store had long battled the perception that it only sold expensive gear for advanced cyclists and backcountry experts. They needed people to know, like and trust the staff before they ever walked in, so Wild Rock would be the first stop next time they needed gear.
The solution
Friendly, useful and a little irreverent.
We created a series of light-hearted videos that let people meet the Wild Rock team: staff “going out to play” in the Kawarthas, talking through new products and answering common gear questions. Product features showed clothing and footwear in fresh, unexpected ways, and every video stayed informative and approachable rather than salesy.
One favourite played up the kitsch: a 1960s-style children’s TV winter scene with mittens and gloves acting out their jobs as hand puppets. Another featured staffer Tori sharing gear that helps cyclists stay visible to drivers. Videos ran on social media, in email and on the Wild Rock blog.
Results
5,000+
people reached by the mittens video on Facebook and Instagram
100+
engagements on the mittens video
4,200+
people reached by the cyclist visibility video, with 145+ engagements
27%
of all click-throughs in the email campaign that featured it
Watch