Glacier Trail Sneaker Launch

Overview:

In June 2023, I played a pivotal role in the launch of Canada Goose's first-ever sneaker, the Glacier Trail Sneaker. While Canada Goose had previously ventured into footwear, the introduction of this sneaker was a landmark moment, and I was at the forefront of crafting an innovative influencer marketing campaign to promote it. Recognizing the importance of authentic engagement, I organized an exclusive gear-testing event in the picturesque Point Dume in Malibu. This was a strategic choice not just for its stunning landscape but also for its alignment with the adventurous essence of Canada Goose. My goal was to create a campaign that went beyond traditional marketing, immersing influencers in a genuine experience that echoed the brand's ethos.

Tactics:

As the architect of this campaign, I carefully curated a group of over 12 LA-based influencers, each bringing a unique voice and aesthetic that resonated with the diverse audience of Canada Goose. The event at Point Dume was meticulously planned to challenge these influencers in an environment that would put the Glacier Trail Sneaker to the test. I ensured that the influencers engaged in a variety of activities that highlighted the sneaker's design, comfort, and durability. My approach was to foster authentic content creation, allowing influencers to share their genuine experiences with their followers. This strategy was successful in generating organic buzz and meaningful conversations around the sneaker, effectively elevating the product's launch in the competitive footwear market.

Results:

• 57 posts

• 2M Impressions

• 2% Engagement Rate

• $40K EMV