Cloudveil

Friend2Friend quadruples the Facebook fan base of this outdoor enthusiast brand, through a tongue-in-cheek application offering “apology gifts”.

Background

Cloudveil Mountain Works sells apparel for people who love mountain sports, such as skiing, climbing, or fishing. Their latest print advertising campaign is a tongue-in-cheek set of “apology gifts” to give their girlfriend, boss, or dog when they’ve spent too much time on the mountain. With the success of this humorous campaign, Cloudveil turned to Backbone Media and Friend2Friend to bring the campaign to Facebook.

Objectives

1. Extend a successful print campaign to social media
2. Reach a targeted audience of hardcore mountain enthusiasts
3. Generate buzz through the use of humorous and on-brand “apology” gifts that resonate with their consumer base

Results

Friend2Friend designed and implemented the Cloudveil Gift Club application, an interactive carousel that allows fans to scroll through a selection of virtual gifts and send them to their Facebook friends. Gifts were carefully selected to appeal to Cloudveil’s highly targeted demographic and ranged from items like a bouquet of flowers for a neglected girlfriend to a mug of beer for a buddy. Subtle but consistent Cloudveil branding throughout the application culminated in a final screen featuring Cloudveil apparel. 10,000 users participated in the campaign, sending over 10,000 virtual gifts to their Facebook friends. In addition, Cloudveil’s Facebook fan page grew from only a thousand to over 4,000 fans during the campaign’s short duration.