Instagram Campaign Organization & Content Production
Directed by Florian Land

Mammut is an internationally renowned brand for mountain enthusiasts. In late spring of 2020 they approached me with a request for content production around a big social media campaign. They shared with me their idea for an exciting branded Instagram challenge to animate their audience to go on an exciting outdoors hiking trip.

The problem: With worldwide covid-lockdowns still in place and without any deeper experience and knowledge around video production, they brought me in to help them turn their idea into a campaign strategy and to then organize the entire content production.

With a very challenging timeline we got to work and after a period of about five weeks had turned their idea into the first high-quality content pieces that we launched the #localadventurechallenge with.

The campaign was promoted with 15 major influencers / ambassadors in the outdoor niche such as Asa Steinars. It gathered a total of about 25 Mio impressions on Instagram alone and animated 12.000 people to take part** in the challenge. The campaign was a huge win both externally as well as internally - fans loved it, the management loved it. See for yourself.

Campaign Objectives
Receiving maximum amount of high-quality content pieces (video & photo) usable for all platforms (organic & paid)Building maximum brand awareness among new target demographicPosting highly engaging branded content daily on Instagram through the entire summer 2020

Core Challenges
Extremely short timeline from idea to campaign launch100 % "remote" content production due to covid-19 travel restrictionsTurmoil on social media (e.g. Black Lives Matter)

Campaign Outcome
Estimated 25 million impressions on Instagram aloneAbout 12.000 audience submissions on Instagram to participate in the hashtag challengeAbout 230 individual high quality content pieces / advertising assets (video & photo)


Highlights from Influencers / Content Creators

My Role in this Project:
Campaign Director & Content Producer

My responsibilites:
Turning initial idea into a creative concept & campaign strategyScouting and selection of influencers/creatorsCreative briefing, communication and coordination of all influencers/creatorsProduction of most important core campaign video pieces (trailer & highlight video etc., as shown above on this page)Content distribution plan (organic as well as paid)Review and analysis of audience engagement and campaign outcome

Reasons why the Mammut marketing team decided to hire me:
Access to my expertise in digital video content production, especially in branded story-tellingAccess to professional editing skills to produce any piece of digital content necessary for such a campaign native to all platformsAccess to inside knowledge into the current video trends on all social media platformsAccess to my personal network of highly skilled content creators suitable for such a campaignOutsourcing the execution of the entire content production to me

Best audience submissions for Hashtag-Challenge

Florian Land