Woodland bullish on social media to engage youth

The brand has embarked on the 'Woodland - Adventurer Wanted' campaign to bring adventure lovers together. It has earmarked about 25% to 30% of its budget for the digital medium

e4m by Deepa Balasubramanian
Updated: Sep 18, 2013 8:48 AM
Woodland bullish on social media to engage youth

Bridging the gap between the adventure lovers, outdoor gear and outerwear brand Woodland has turned to social media for its campaign, titled ‘Woodland - Adventurer Wanted’.

The campaign, which kicked off on August 1, will conclude in the last week of September. Through this campaign, Woodland aims to identify one ‘Extreme Explorer’, who will get a chance to discover unexplored adventure destinations around the world. The campaign has been developed by a London-based agency as a special project and is being executed by Woodland’s digital agency Creative Land Asia.

Commenting on the campaign, Harkirat Singh, MD, Woodland said, “Being an adventure gear brand, we have always created a niche area for people who love adventure and have centered our actions to identify the inner thirst in youths who want to wander and explore more. Through this campaign, we intend to drive young people to experience a one-of-its-kind adventure feast and help to fill the first ‘Woodland Extreme Explorer’ coveted position.”

Singh further said, “With the whole world connected through social networking today, we thought this would be the ideal platform to tap the youth and encourage them to participate in the campaign and share their adventure escapades.”

Woodland has earmarked about 25 per cent to 30 per cent of its budget for the digital medium, which includes engagement and activations on social media websites and the brand’s Facebook page, which has a consumer base of over 2.9 million. YouTube activation is still at a nascent stage, but the brand has ambitious plans to increase its presence on YouTube in the coming days.

The campaign rests on Facebook and is further amplified by other platforms such as Twitter, Instagram, Pinterest and so on. Along with the digital campaign, Woodland has also initiated on-ground activations, especially in colleges, as well as focused reach through in-store activities.

Meanwhile, the Woodland mobile app is almost ready to be rolled out and be integrated with the m-commerce platform. The application intends to map almost every adventure destination for the users. It will also be integrated with the brand’s CSR initiative – ProPlanet. 

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