WE ASKED SMARTWOOL FANS EVERYWHERE
SmartWool, long known for their wool socks, made outstanding baselayer garments. But nobody knew about it. We realized that unlike most outdoor gear, SmartWool baselayer is overlooked because it’s always covered up. The challenge became clear. How do we get “badge credit” without having a badge to display? Our solution: “Strip to Your SmartWool.” An app-powered Facebook campaign that leverages SmartWool’s adventure-loving Facebook fans by asking them to strip down to their SmartWool baselayer the next time they celebrate an outdoor accomplishment. And while they’re stripping, take a pic to share on our app. If their photo gets a bunch of likes, they could get the chance to be featured in SmartWool’s advertising. The campaign has been featured on gear blogs, ad rags, and outdoor sites, scoring SmartWool baselayer the exposure it deserves.
TO TAKE OFF THEIR CLOTHES.