Keen Footwear

A Journey to
One Million Steps

How do you launch a hiking boot campaign? To jumpstart its 2014 boot line, KEEN Footwear turned to Monopoint. Working with the editors of GearJunkie.com we created a calendar of content and coordinated adventures to put an actual 1 million steps (about 500 miles) on a single pair of KEEN boots.

The Result

A published 10-part content series on GearJunkie.com resulted in substantial buzz around the new boot, the Durand. KEEN highlighted the project on its social media and blog. The actual '1 Million Steps' boots were then featured live at industry trade shows throughout the year.

The Test

Real-world test data gathered in the public eye: To show the durability of the KEEN Durand boot firsthand, GearJunkie athletes and editors hiked at destinations around the U.S.

Original Content

Adventure-oriented articles kept readers engaged. Maps, original photography, and immersive stories resulted in shareable, asthenic content. View articles

Ceremonious End

After traveling the country, the boots ended with a ceremonial and actual 1 millionth step in Portland, Ore., at KEEN headquarters, where the footwear was returned to its place of origin in a gathering with KEEN management and the design team.

Services

Content Development / Content Strategy / Social Media / Social Strategy