the Summit Sustainably campaign was an organic Instagram awareness initiative designed to address slowing sales by strengthening brand visibility and audience connection. The campaign leveraged audience research and persona development to ensure messaging aligned with budget-conscious, adventure-seeking consumers, while emphasizing the brand’s sustainable and affordable value proposition. Using visually compelling content and a limited-time 20% discount, the campaign aimed to drive engagement and awareness through strategic hashtag use and lifestyle imagery. Performance was measured through reach and engagement metrics, allowing for data-driven insights that informed recommendations for future content, particularly the effectiveness of authentic, people-centered outdoor imagery in capturing attention and increasing engagement

Case Study: Summit Sustainably