In the summer of 2016 Salomon began to launch a new brand positioning, ‘Time To Play’. They wanted to separate themselves from the competition who usually encourage their audiences to physically push themselves harder or compete. Instead, Salomon invited their audience to embrace their inner child and find the fun in playing outdoors again.
At 1000heads, we outlined the entire social strategy for Salomon moving with the new brand proposition and leading the digital campaign activation to bring ‘Time To Play’ to life on social. Using Facebook and Instagram we used a phased approach to help drive consideration change amongst existing Salomon communities and raise awareness amongst new fans. Our campaign looked to work with the community, asking them to join us in showing the world how to play. The result was a remix of the original campaign video which featured the best of thousands of submissions in place of the existing footage of Salomon athletes.
The campaign used a holistic Facebook strategy and was one of the first brands to utilise vertical video, leading to link ads and finally a Canvas. The outcome was an internal case study from Facebook to compare the impact of vertical video against traditional resolutions, using additional paid media.