Project Overview
Summit Sustainably is a recreational equipment company focused on affordable hiking and backpacking gear. The campaign was built to respond to slowing sales and increased competition.
Objective
Increase awareness and audience connection through an organic Instagram campaign supported by outdoor lifestyle imagery, strategic hashtags, and a limited-time 20% promotion.
My Role
Campaign analyst and strategist. I reviewed campaign context, persona fit, content, results, and insights to recommend better future content decisions.
Research & Discovery
The campaign focused on budget-conscious, adventure-seeking consumers who value sustainability and affordability. Persona work helped shape messaging around accessible outdoor experiences.
Strategy
The strategy emphasized authentic outdoor imagery, simple promotional messaging, and content that made the brand feel active, approachable, and value-oriented.
Execution
- Defined campaign goals and awareness metrics
- Reviewed organic Instagram creative
- Connected messaging to audience motivations
- Measured performance through reach and engagement indicators
- Recommended more people-centered outdoor content for future posts
Results / Projected Impact
The project emphasized how performance data can guide creative choices. Authentic, people-centered outdoor visuals were identified as a stronger direction for capturing attention and improving engagement.
Lessons Learned
Even simple organic campaigns can produce useful learning when goals and metrics are defined clearly. Creative performance is easier to evaluate when content is tied to audience motivation.
