Submitted by The Shelf Influencer Marketing AgencyAgency IPI Score 43/100

#MoosejawMadness

Influencer Marketing

The Shelf recruited 37 outdoor adventure influencers for Moosejaw's #MoosejawMadness campaign, producing 150 pieces of content and a reported 2.89% Instagram engagement rate.

2.89%Instagram engagement rate
150Instagram followers
15,148Instagram video views
28,287Pinterest engagements

Case in 60 seconds

Moosejaw sells the same outdoor labels as many other retailers, including Osprey and Columbia alongside its own brand, so the campaign was largely about boosting visibility rather than moving a single product line.

The campaign appears to turn on humour being the casting criterion, because a retailer whose slogan commits it to "Love the Madness" reads as credible only through creators willing to be funny about their own time outdoors.

#MoosejawMadness asked each influencer to tell a personal madness story, so the organizing thesis was creator freedom matched to a brand The Shelf describes as having fewer boundaries, rather than a fixed content brief.

The Shelf recruited influencers from across the United States, weighted towards the West Coast and towards women, selecting for hiking, climbing and biking interests. Content ran as Instagram in-feed posts, carousels and videos, Facebook posts, YouTube videos, Twitter tweets, blog posts and Pinterest pins, with creators building shoots around gear in use.

The Shelf reports 150 pieces of content, a 2.89% engagement rate on Instagram, an Instagram following pushed past the 100,000 mark, 28,287 additional Pinterest engagements from value-adds and 15,148 views on one Instagram video.

Strategy Breakdown

Outdoor enthusiasts across the United States, with additional weight on the West Coast where Moosejaw wanted to push awareness, reached through creators interested in hiking, climbing or biking.
Outdoor retail imagery tends towards reverence for landscape, while Moosejaw's slogan commits it to humour, so the work had to carry both without the joke undercutting the gear it was selling.
Outdoor gear is bought from many retailers stocking the same labels, and the page names Osprey and Columbia beside Moosejaw's own brand, so differentiation had to come from personality rather than from what is on the shelves.
Product appears in the content as equipment in use, a backpack carried to a picnic hike and a beanie kept on during a cold water swim, so Moosejaw sits inside a creator's own outing rather than in a staged product shot.

Creative & Execution System

Assets & channels

  • Facebook
  • Instagram
  • Pinterest
  • Twitter
  • YouTube
  • blog posts
  • carousels
  • in-feed posts
  • photographs
  • pins
  • tweets
  • videos

Partners

  • The Shelf

Participation mechanic

  • One creator ran a giveaway alongside her Moosejaw posts, which the page frames as a way to gather engagements and followers for the brand; otherwise the audience watched rather than took part.

Creator role

  • Arielle Shipe — creator
  • Caitlin McNulty — creator
  • Jimmy & Sabrina Horel — creator
  • Katie Jo Myers — creator
  • Kevin Kinghorn — creator
  • 37 outdoor adventure influencers
  • more than two dozen influencers

Results & Evidence

MetricValue
Instagram Engagement RateThis hilarious scroll-stopping content from our creators garnered a strong 2.89% engagement rate on Instagram.
Instagram FollowersWith more than two dozen influencers signed on to this campaign, we shot for the moon and produced 150 pieces of content that WOW'ed audiences and pushed Moosejaw's Instagram follower count past the 100,000 mark.
Instagram Video ViewsThough shared as a value-add, our one IG video alone garnered 15,148 views !
Pinterest EngagementsInfluencers posted an especially high amount of value-adds on Pinterest, giving the brand an additional 28,287 engagements .
Additional Instagram Content PiecesValue-adds were posted across Facebook, Twitter, YouTube, and Pinterest totalling over 301 pieces of content on unpromised platforms - plus, influencers posted 49 additional pieces of content on Instagram.
Creator Engagement RateHer posts did extremely well, grabbing an engagement rate over 17% and showing us that a good sense of humor is priceless.
Influencers in CampaignThe #MoosejawMadness campaign was designed to capture the beauty, the thrill, and even the hilarious quirks of a group of 37 outdoor adventure influencers 🌲 from all over the country.

Why The Shelf Influencer Marketing Agency's strategy worked

  1. 1

    Creators posted over 301 value-add pieces on unpromised platforms and 49 additional pieces on Instagram, which suggests that briefing for freedom rather than fixed deliverables can produce volume well beyond what was contracted.

  2. 2

    The creator who captioned her own shoot a Pinterest fail recorded an engagement rate over 17%, which suggests self-deprecating content travels further in outdoor retail than a polished shoot of the same gear.

  3. 3

    Pinterest was an unpromised platform yet returned 28,287 engagements, which suggests outdoor imagery accrues engagement on surfaces that an Instagram-centred brief would otherwise leave unused.

  4. 4

    Casting people who already climb, hike and bike appears to be what let the content be made in real conditions, because a snowmelt swim or a rock climbing trip cannot be staged by a creator without the skill.

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