The Challenge
ODLOIn 2022/2023, ODLO’s social strategy focused on product pushes but lacked brand awareness, engagement, and optimized content. Valuable partnerships remained untapped, calling for a fresh approach.
Tasked with changing this, I led ODLO’s first social-first campaign around the Engadin Skimarathon. Over two years, we redefined the partnership and sparked a social transformation.
The Two-Part Solution: 2023
After analysing audience behaviour and content trends in 2023, a social-first video strategy was designed to raise brand awareness, rooted in content that delivered value to consumers and put the spotlight on ODLO’s ambassadors as they prepared for the 42km course. Daily Reels, launched the week of the event, seamlessly blending education and entertainment, building anticipation for the weekend and introducing the event to a new audience. Ambassadors amplified the storytelling by sharing their training journeys and experience at the event.
event explainerEstablish the event it to a new audience
eventnumbersIllustrate the magnitude of the event
ambassador trainingIllustrate how the ambassadors trained
partnership introEstablish the partnership and the ambassadors
costumes of engadinHistory of the ODLO costume at Engadin
event recapA recap of the 53rd Engadin Skimarathon
The content garnered 178K views across ODLO’s channels and marked a brand shift towards more social-first storytelling and a strategic emphasis on ambassadors, setting the stage for the next Engadin Skimarathon…
to show the event is more than 42 km
with the missionThe Two-Part Solution: 2024
Building on the momentum of 2023, a UGC-driven campaign was launched with one simple goal - ignite the community to train outdoors and showcase how Engadin was ‘More Than 42’. Ambassadors led monthly training challenges that highlighted the journey—the effort, the struggles, and the rewards that made it worthwhile. And the broader social community was invited to join the challenge and share their stories - and hundreds did.
KICK-offFellow outdoor enthusiast and influencer, Dean Tucker, kicked off the “More Than 42” campaign with an introduction of the ODLO ambassadors leading the monthly challenges
December challenge
Januarychallenge
februarychallengeEach month, Dean recapped the monthly challenge with the ambassador content, UGC highlights from the community and introduced the next training goal. In the final days leading up to the event, a full recap of the ‘More Than 42’ journey was shared.
The Final Outcome
Over two years, ODLO transformed its Engadin Skimarathon sponsorship into a community-driven, social-first activation. By embracing authenticity, strategic leveraging ambassadors, and producing value-driven social video, the campaign raised brand awareness, delivering over 300K views across both campaigns and drove a transformation in their social and content strategy.
