The Challenge
Wavetree Outdoor sells outdoor and adventure products. Outdoor gear is judged on how it holds up in real conditions. Content shot anywhere else does not convince the audience that buys it.
Our Approach
We built a creator list of genuine outdoor users and briefed for content shot in the field.
- 30 creators were agreed, selected for an existing outdoor content history
- Briefs required content produced outdoors in real use rather than at home
- Audience fit was confirmed before outreach
- Content was reviewed against brand guidelines before publication
Insisting on genuine field conditions produced an engagement rate more than double the average across these campaigns.
The Results
30 creators reached an audience of 1,925,023 at an 8.8% engagement rate, the highest rate across this group of campaigns.
Why Outdoor Gear Can’t Be Shot Indoors
Gear built for real conditions loses credibility the moment it is filmed somewhere comfortable. The Challenge section’s own framing is that content shot anywhere but the field does not convince the audience that buys outdoor products. That is why the brief for this campaign required creators to film in genuine outdoor use rather than at home, and why the shortlist was built from people with an existing outdoor content history rather than general lifestyle creators.
Reading the Highest Engagement Rate in This Group of Campaigns
30 creators reaching an audience of 1,925,023 at an 8.8% engagement rate (the highest rate across this group of campaigns, as the page’s own Results section states) is an interaction figure, not a purchase figure. What it shows is that insisting on real field conditions rather than convenient studio content, as the Approach section describes, produced more than double the average engagement rate seen across these campaigns, a sign the audience recognised the content as genuine rather than staged.
