The Online Connection with Outdoor Enthusiasts: A Case Study

Overview:

Between 2005 and 2011, the outdoor recreation economy grew by 5% annually *. The Industry supplies over 6 million jobs and the consumer annual spending is far more than the motor vehicle and parts industry or the pharmaceutical *. So, where does Cairn fit into this?

Cairn brings the great outdoors right to your doorstep. Based in Bend, Oregon, they have a reach that far exceeds their town and an online fan base to prove it.

Situation:

The content that was driving engagement for Cairn was ad based and lacked a variety of inspirational content and outdoor expertise. They needed a content strategy that provided unique content to separate them from their competitors, and grow with the changing pace of social media audience interest.

Opportunity:

In the Fall of 2016, we identified an opportunity to develop a social media strategy to help promote growth, engagement and fan awareness without conflicting with their advertisement messaging. After a compiling a competitive analysis and content strategy, we pushed for new content options that would bolster their social media presence.

Results:

We witnessed prominent growth with a driven purpose. We compared where their Facebook presence is now, to where they were a year ago over a three month span (May-July) in the following data points:

With only a 19% increase in content delivered.

• 168% increase in Unique Impressions

• 151% increase in Organic Unique Impressions

• 188% increase in Shared Content

• 38% Increase in Total Engagement

Without specifically targeting fan growth through advertising, Cairn’s Facebook fan base grew by 36%.

* https://outdoorindustry.org/pdf/OIA_OutdoorRecEconomyReport2012.pdf