Berghaus Consumer Engagement Campaign

Project Description

The Experience

In 2016, Highjam were approached by Berghaus with the challenge to bring their new brand positioning to life. Our mission:

  • Encourage existing and new Berghaus fans to embrace their love of the outdoors
  • Get noticed and build love for Berghaus
  • Recruit new followers across all social channels and CRM
  • Build both immediate and ongoing consumer engagement

To support the new positioning, Highjam designed an inclusive regional event program and online engagement campaign: The Get Out Game

On one day, from sunrise to sunset, Berghaus crews planted flags and prizes within four iconic National Parks across England, Wales and Scotland

To find the flag, consumers had to sign up via the Berghaus website then solve the clues that were emailed to them on the day before the live event

To encourage both existing and new fans to take part an intensive two-week pre-awareness campaign was devised consisting of:

  • Concept Video creation and seeding
  • Branded social content for Berghaus Instagram, Facebook, Twitter, You Tube sites
  • Paid for search content – PPC, Display, Social
  • Print Advertising across retail stores
  • Local Radio Advertising
  • Local and National Press
The Results

The Get Out Game reached more than 2 million consumers

More than 27,000 consumers actively engaged with Berghaus across social media

PR coverage was significant, with national coverage in The Guardian

Clear consumer resonance with the campaign – many wild camped, slept in caves and set their alarms for 3am to take part in a bid to find the Berghaus flags

Back to Top