Berghaus Consumer Engagement

Project Description

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. An immersive treasure hunt event across four iconic National Parks inEngland, Wales and Scotland.

To encourage both existing and new fans to take part an intensive pre-awareness campaign was implemented:

  • Concept Video creation and seeding
  • Branded social content across all sites
  • Paid for search content
  • Print Advertising across retail stores
  • Local Radio Advertising
  • Local and National Press
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 – many wild camped, slept in caves and set their alarms for 3am to take part in a bid to find the Berghaus flags
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