A JOURNEY TO ONE MILLION STEPS (KEEN)
WHAT WE DID
PUBLISHED CONTENT SERIES
SOCIAL MEDIA & STRATEGY
HOW DO YOU LAUNCH AN IMMERSIVE AND COMPELLING 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 on a single pair of KEEN boots.
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.
Adventure-oriented articles kept readers engaged. Maps, original photography, and immersive stories resulted in shareable, asthenic content.
10-part content series around Durand boot. 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.