Submitted by redpill

Deuter My Deuter Adventure Influencer Campaign

Influencer Marketing

redpill ran the My Deuter Adventure influencer campaign for Deuter's Futura Pro Series hiking pack across six markets, with the agency reporting 21.5M+ reach.

21.5M+Reach
1.7M+Views
145K+Engagements

Case in 60 seconds

Deuter came to redpill to launch its Futura Pro Series hiking pack, which is designed for everyday explorers, so the launch had to show that anyone could take the pack on an adventure rather than only experienced hikers.

The page frames everyday explorers as people moved by curiosity rather than by technical specification, so comfort and ventilation become persuasive when a traveller is seen relying on them in real conditions rather than reading about them.

My Deuter Adventure positioned the Futura backpack as a travel companion, with hiking and globetrotting influencers showing how it enhanced their own trips rather than presenting the pack as a product in isolation.

redpill teamed up with hiking and globetrotting influencers from the UK, US, BL, RU, BR and JP, whose content showed the Futura backpack's comfort and ventilation features in real-life travel scenarios, and the page counts 256 assets across 9 countries.

redpill reports 21.5m+ reach, 1.7m+ views and 145k+ engagements for the campaign, while the page gives no calculation basis for these totals and no sales or launch figures for the Futura Pro Series.

Strategy Breakdown

Everyday explorers looking for exhilarating expeditions, in the page's own terms, across the UK, US, BL, RU, BR and JP.
The page casts Deuter as the brand that helps people see the world and enjoy the outdoors, so the pack appears as part of creators' own travels rather than as the subject of the content.
The page describes everyday explorers as fuelled by curiosity, which is why the campaign used travel content from creators who share that motive rather than demonstrations staged by the brand.

Creative & Execution System

Partners

  • redpill

Results & Evidence

MetricValue
Reach21.5M+ reach
Views1.7M+ views
Engagements145K+ engagements
Assets256 assets
Countries9 countries

Why redpill's strategy worked

  1. 1

    Casting hiking and globetrotting creators lets a pack's comfort and ventilation claims be shown in use, because a feature demonstrated on a real trip is easier for an everyday explorer to believe than a feature described in copy.

  2. 2

    Running one campaign name across six markets gives creators in different countries a shared frame, which keeps locally made content recognisable as a single launch rather than a set of unrelated sponsored posts.

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