Chasing Daylight
Summer Solstice is a great event. There’s so much promise in the first day of summer - the longest day of the year. With ROAD iD I enjoyed the opportunity to bring this to life with a brand that fits perfectly with the holiday.
We identified key brand ambassadors that create high quality content and sponsored them to go on day trips worth posting about. The weekend of the Solstice our influencer crew was out on their adventures promoting to their audiences as we promoted the event in our social channels, via email and in SMS. The peak of this content coincides with a weekend long sitewide sale that has performed as a tent pole event 3 years running.
Strategy | Concept Development | Art Direction | Copywriting
The Site
On the site we used reoccurring brand elements like natural textures and silhouetted landscapes to help organize the content and support the concept visually.
Each ambassador was given their own content module detailing their Summer Solstice adventure and linking out to their social channel of choice where they agreed to promote the sale as well.
Organic + Paid Social
Organic social is where the campaign really came to life. Each influencer promoted to their audiences by live posting their adventures while simultaneously promoting the sale, creating a great mix of content creation and native advertising. We promoted the influencers during the sale on site and in our social channels to create some closed loops in our digital eco system of influencer channels and owned channels.
Our paid media efforts focused on sale messaging. We used branded sale banners including the discount locked up with summer themed UGC from our ambassadors.
Email + Text
Email communication was an extension of the on site experience to ensure a clear through line for those audiences. For text we simply send an SMS without an image and clear sale messaging. That tactic has shown to be a clear ROI winner when compared to a branded sale image that results in the added cost of MMS.