34° delivers an Instagram scout challenge for campworld

Instagram is overrun with users who spend all of their free time outdoors. But these nature enthusiasts have no idea that Campworld is the one-stop shop for all their camping needs. Nor would they ever think of interacting with the brand on social media.
So we created a campaign inspired by Scouts and the badges they earn. The only difference was that our outdoor challenges involved Instagram uploads using the #campworldscouts hashtag. We designed beautiful badges that were sent out as rewards for completing our weekly challenges.

“We also incentivised a number of nature-loving brand ambassadors who truly embraced Campworld’s lifestyle of ‘get up and go’,” stated Liesl Van Olst, Campworld Marketing Manager. “But we tailored their hand-stitched badges which were inspired by content on their Instagram feeds.”

“After weeks of outdoor challenges and thousands of photo uploads, Campworld grew its base of followers by 13%. Our campaign rewarded Instagrammers with a physical, authentic acknowledgement, not just an empty like,” emphasised 34° CD Geraint Gronow.

About 34°

34° is an advertising agency that believes in creating bold, curious and effective work.

30 Jun 2016 09:19