Wild Rock Outfitters Social Media Video Content
How we countered a perception of serving only an elite subset of the outdoors community, while generating a sense of trustworthiness and likeability
The Need
Wild Rock Outfitters is a privately owned outdoors and cycling store in the heart of downtown Peterborough, Ontario Canada. Wild Rock has spent the last 25 years building a successful business specializing in the best outdoor products, expert advice and a community connection to local outdoor enthusiasts. In an age where online retailers dominate the market, Wild Rock’s approach of offering personalized advice and locally-relevant knowledge has proved key to their success. However, the business has long battled the erroneous perception that they carry only high-end, expensive gear for advanced cyclists and backcountry explorers. They needed a solution that would help their audience get to know, like, and trust the staff before they even stepped through the door – so that the next time they needed new gear, they’d feel confident in stopping by Wild Rock first.
The Solution and Results
To counter the perception that the store is geared to elite level athletes, we set out with a strategy to allow the audience to get to know the Wild Rock team through a series of light-hearted informational videos. These videos featured Wild Rock’s staff members “going out to play” in the Kawarthas, talking about new products, or explaining commonly asked questions or gear concepts. New product features often showcase the clothing and footwear in a fresh, unexpected way (see the example below). The videos have an informative, friendly and approachable slant, and care is taken to avoid being overly sales-y. They were distributed through social media, email marketing and the Wild Rock blog.
One such example was a video featuring winter mittens and gloves. We played up the kitch in this one, complete with a 1960s children’s program-esque winter scene, and the handwear acting out their intended purpose as hand puppets. Fun, surprising, and a touch irreverent, this video racked up a reach of 5000 people and over 100 engagements on Facebook and Instagram alone.
Another example is a video featuring staffer Tori discussing products to make cyclists more visible to motorists. This video performed very well, with a reach of over 4200 and over 145 engagements. This video also took 27% of the click-throughs in the email campaign where it was included.
Services Used
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Social Media Marketing
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Video Production
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Email Marketing
