Belong in the moment with HH

The Challenge

For the summer season, Helly Hansen wanted to highlight its ‘Belong in the moment’ campaign messaging, amplifying awareness of its advanced technologies present in the new kit launches, and the trust needed in gear to feel safe, alive and belonging in the moment. As the UK’s leading outdoor brand, Helly Hansen also wanted to give meaning to its ‘Trusted by Professionals’ messaging, showcased through its partnerships with regional Mountain Rescue teams, to showcase a deeper and more authentic connection to the target audience of outdoor walkers, hikers and enthusiasts, through social media content creation. We also wanted to inspire the wider consumer audiences to get outdoors themselves, and find and experience new trails and adventures in the great outdoors.

The Solution

To promote the ‘Belong in the moment’ storytelling, ADPR recommended harnessing influencer marketing to tailor campaign messages, through authentic communication through influencers’ audiences, tying into the feeling of belonging outdoors and in your kit. Five leading outdoor micro-influencers were identified to create bespoke social media content at the time of the seasonal kit launch, testing the head-to-toe gear first-hand via their audiences.

The aim of the influencer content were to inspire engagement and embracement of the outdoors, linking to Helly Hansen’s new Trail Finder website integration, to find new local trails whilst also providing important safety information to build trust in Helly Hansen’s professional-grade gear, and to feel a sense of belonging on the outdoor trails.

The Results

Each influencer had an existing relationship with Helly Hansen and were genuine customers of the brand. The strategically selected influencers who were chosen due to an engaged reach of an organic outdoor audience, posted their agreed deliverables (and often above their agreements) of multi-media content across Instagram, including stories, grid posts and reels. The content featured their favourite local trail, authentic kit reviews, and directing followers to the Trail Finder site.

The results generated 45 pieces of social media coverage from the five influencers, with an audience reach of nearly 70,000. Each piece of content contained personalised messaging from the influencers about their favourite local trails using Trail Finder, their own feeling of belonging and being in the moment, tying into the key messaging, hashtags, links and overarching reviews of the new season’s kit.