Our Work

Mountain Hardwear

A simple five-product ProductPulse campaign resulted in 100,000 product recommendations and over 24 million social impressions.

“ProductPulse got people talking about Mountain Hardwear products on Facebook…something we couldn’t do with banners.”

Chris Strasser, Mountain Hardwear Promotions

Background

Mountain Hardwear is a leading mountaineering and outdoor equipment and clothing company known for radical thinking and innovative, technologically advanced products. In keeping with its product innovation, Mountain Hardwear is also constantly looking for innovative internet marketing platforms to reach its target demographic and get them talking online about their high quality products. Realizing that social networks are where consumers are now spending their time, and that traditional advertising has had limited success in the social networking arena, Mountain Hardwear was ready to try a new social media approach.

Objectives

  1. Increase interaction and recommendations for Mountain Hardwear products on Facebook
  2. Leverage the strong brand loyalty of existing Mountain Hardwear customers by encouraging them to share through word of mouth
  3. Expose more people to Mountain Hardwear’s brand image of quality and innovation

Results

Friend2Friend added five popular Mountain Hardwear products to the highly interactive ProductPulse application for a one-month Facebook campaign.

To enhance the campaign, Mountain Hardwear used display and active interstitials and engaged consumers in a daily contest…all within the application. Starting from a level of almost no activity on Facebook prior to the campaign, 20,000 Mountain Hardwear recommendations were made on ProductPulse over the course of the campaign. Over 40% of recommenders also wrote comments about the brand—an extremely high level of engagement.

The campaign was considered a tremendous success when it closed after one month, but the results were far from over. Word of mouth activity continued following the campaign close, totaling over 100k recommendations over a six month period. The power of the one-month campaign was that it brought Mountain Hardwear into the viral marketing arena—where its fans continued to engage and discuss it long after the campaign ended.

Each of these 100,000 recommendations was posted on the news feeds of participants’ Facebook friends, ultimately generating over 24 million social impressions by Mountain Hardwear fans.