Case Study
We produced 115+ short-form videos, a cinematic documentary, and earned legacy media coverage, generating 35 million organic views.
0
Total short-form views
across 115 Instagram Reels
0
Documentary views
430+ hours watch time
0
Comments
in 30 days
0
Media features earned
without paid PR
The Goal
The brief was clear: make Salomon the brand people think of when they think of trail running in Ontario. Not through paid ads, but through authentic content that would build lasting brand association and drive product awareness.
Make Salomon the brand connected to trail running in Ontario by showing authentic support and connection to the area.
Leave a lasting footprint as Salomon being the original brand in Ontario trail running, so it stays in people's minds for years.
Promote Salomon trail running products for winter and generate direct or in-store purchase intent through authentic content.
What We Delivered
We designed a campaign around a real athletic challenge: four runners completing the Ontario Lion 70K Ultra from Lion's Head to Tobermory in full winter conditions, entirely in Salomon equipment. Then we turned the story into content at scale.
01
4 runners completed the Ontario Lion 70K Ultra from Lion's Head to Tobermory in winter conditions, using Salomon equipment throughout.
02
A cinematic documentary capturing the community, the runners, and Salomon's role in Ontario trail running. Now the top YouTube result for key trail running searches.
03
Authentic UGC-style Reels published across multiple personal and business channels. Built for the algorithm, optimized for reach.
The Content
The brand video drives viewers toward a goal, in this case, watching the documentary. The Reels are built native to the algorithm: raw, authentic, and designed to reach thousands of people who've never heard of Salomon.
👁 290K views
👁 6M views
👁 600K views
Search Dominance
The documentary and content strategy didn't just generate views. They captured search intent across YouTube and Instagram, making Salomon the top result for every relevant query.
Media Coverage
Without any paid PR, the story was picked up by leading Canadian running and outdoor media, extending the campaign's reach far beyond social.
National running magazine, Canada's largest running publication.
Leading Canadian outdoor adventure and culture magazine.
Regional outdoor lifestyle publication covering the Bruce Peninsula area.
Local press serving the Bruce Peninsula region since 1988.
Cost Efficiency
Every view was organic. No paid promotion, no boosted posts. Just content built for the algorithm, published at volume, and designed to compound.
Organic views generated
Videos produced
Dollars spent on ads
The Result
Salomon is now the brand people find, watch, and follow when they search about trail running in Ontario.
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