Make Gen Z fall in love with the great outdoors by speaking their love language: the #selfie.

Here’s what we did.

This audience devours content. We centered this multi-channel campaign around a plethora of vidoes, gifs and social posts that celebrated the little, awkward wins of adulting.

Anyone else proud of themselves when they change the toilet paper roll?

It was critical to engage past a video view. We created a landing page and “adulting” contest to capture email (and build brand affinity! Score!).

We knew this audience sees past the typical brand BS, so we needed to surprise them. We spent tons of time on our community management strategy, thinking of conversations to insert ourselves in authentically. We proactively celebrated these little adulting wins on social media and delighted them by sending Duraflame logs. It was a win for everyone.

And we knew that every touchpoint with this audience needed to be consistent. We used things like Snapchat Filters targeted at various metropolitan areas and collateral to remain on brand.

The final result?

It worked.

On YouTube alone, we garnered 87% more video views than the year before, with a total 2.7M video views across all platforms. We saw a 168% increase in website traffic from our target audience and generated over 19K email sign-ups.