There is a lot of static out there these days. As marketers and brands claim to get more targeted and specific, our collective social media channels gum up with all sorts of filler. What it comes down to, what matters are pieces that resonate.
Recently two projects have hit high marks in terms of target and scale. In mid-May, Black Diamond announced its partnership with Mountain Project. No big deal right? Well, actually Mountain Project is the most comprehensive online climbing guide to ever exist, featuring route beta for over 112,000 climbing routes at over 19,000 climbing areas worldwide. The mobile application allows users to download route information (location, description, images and rating) on their devices and access it anytime without a cell signal. Mountain Project features over 304,000 unique users per month and reaches nearly 2,500,000 climbers per year.
As a modern day climber you can search and discover new areas on your phone and go climbing. The tool is indispensable. The cool part about the BD/MP partnership is Black Diamond took the app and made it free. Make sure, you catch this part. FREE. Why? BD wanted to provide its core community with a great proactive mobile app to help them go climbing. Pretty cool. And the on the metrics side – Mountain Project has seen an immediate, robust and sustained level of engagement since partnering.
The second case study is from earlier this week working with Protect Our Winters. In a coordinated effort around President Obama’s announcement of new EPA regulations to limit carbon emissions POW worked with the White House and activated a social media campaign, #actonclimate asking POW athletes to organically share a place or reason why we should support these new EPA standards for the generational and long term health of our planet.
The results were staggering with positive trends in the first six hours upward of 100 million impressions. More importantly was the core audience initiatives where POW saw over 7,000 new Instagram followers day one and over 13,000 tweets by over 10,000 individuals. Taking it even a step further, the profiles of people posting included: Alex Honnold, Conrad Anker, Jeremy Jones, Gretchen Bleiler, Jamie Anderson, Jimmy Chin, Danny Davis, Renan Ozturk, Chris Davenport and brands such as The North Face, Teton Gravity Research, Camp 4 Collective, Goal Zero, and Snowsports Industry of America.
All this prompted the White House to comment on the authenticity of this social campaign and how the photos from the athletes were inspiring everyday people in a way only athletes could and driving a larger audience to identify with the cause of climate change.