Jack Wolfskin wanted to grow its brand purpose beyond new communities by hosting a giveaway. We needed to find a unique twist that went beyond the traditional follow-us-to-win-logic.
With “12 months of discovery”, we gave away one breathtaking outdoor trip each month. Instead of boring giveaway posts, we developed a whole content journey including teasers, inspirational Reels,and "guess the place" Stories.
And thus, the concept of “12 months of discovery” was born. Every month, we gave away one breathtaking outdoor trip on our channel. Instead of only having an in-your-face-giveaway post, we developed a whole content journey: from teaser posts to inspirational Reels and “guess the place” Stories.