White Giant

Brand
Rab

Industry
Outdoor & Fashion

Year
2021

Challenge

Rab had always stayed true to it’s roots, deeply grounded in storytelling and narrative. Yet with a pressure to justify marketing spend on opportunities to tell stories, which were usually only available in brand-funded trips, the team needed to justify the costs.

I was recruited to help justify these costs by maximising the value we squeezed from our storytelling.

Action

We wanted to move from a single burst of activity one one particular story (for example a new film release), to a burst of activity plus a sustained campaign of content, both before, during and after a release of a new film.

I tested this plan on a new film which we had previously funder in early 2023 called White Giant, by Krister Kopala, a Norwegen snowboard athlete.

The film was already gaining traction in Norway, with a niche audice but having seen a work in progress I knew it was going to be big.

We planned a 2 month long comms plan that included multiple teaser trailers, blogs, the release, and cutting room floor content. The finished result was one of our most watched films on youtube with over 200k views on the Rab channel, and a huge level of exposure outside of Norway.

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