By running the #GOBACKPACK campaign, the brand returned to its roots by centering its social media and influencer campaign on the original product – the backpack! Jack Wolfskin was able to collect more than 5000 UGC pieces in less than three months.
The Situation
It all began in 1981 with the production of backpacks. Today, 39 years later, Jack Wolfskin is one of the leading manufacturers of outdoor clothing and equipment. With a wide range of products, the brand is now represented worldwide with more than 900 Jack Wolfskin stores and is available in more than another 4,000 sales points.
With the brand’s slogan »Draussen zu Hause«, which translates to »at home outdoors« Jack Wolfskin is fully committed to the outdoor lifestyle. Over the years, a brand image has grown that stands for high quality, reliability, adventurousness, and in particular social responsibility and sustainability.
»We believe in the power of dreams. Dreams of freedom, independence and happiness.«
With this principle, the Jack Wolfskin describes its corporate philosophy. Since 2017, squarelovin has been supporting the outdoor brand in showing how these dreams come true for their customers through the prominent integration of User Generated Content on the website.
The Challenge
In 2017, the brand decided to return to how it all began: Representing adventure and freedom by focusing on its »IT piece«: the backpack. In order to stage the classic appropriately, new paths need to be taken. This idea ultimately gave rise to Jack Wolfskin’s first major social media and influencer campaign, #GOBACKPACK.
The Goal: Increase brand interaction on social media & engage younger audiences.
The Challenge: Collect and evaluate customer content in a targeted manner.
The Solution
A central part of the #GOBACKPACK campaign 2017 was a content contest. From March to November, Jack Wolfskin stores across Germany handed brightly colored flags with the inscription GOBACKPACK for every purchase. The only requirement to participate in the contest was to share a video of at least 30 seconds on Instagram featuring the flag and tag the post with the associated campaign hashtag #GOBACKPACK.
»Pay with your content«
Jack Wolfskin selected winners from all the shared posts, who were prominently featured on the brand’s website for a few weeks. In return, the creative minds behind the content received rewards of up to €200. squarelovin came into play when evaluating the User Generated Content collected under #GOBACKPACK.
Collect Content
squarelovin’s UGC management tool allows to filter Instagram content and collect relevant posts in a dashboard. Since a lot of content was generated as part of the GOBACKPACK campaign, we were able to make it easier for Jack Wolfskin to maintain an overview and guarantee fair competition.
Curate Content
The content collected within the squarelovin dashboard can be further curated directly. This gave Jack Wolfskin the opportunity to immediately remove content from the selection that did not fit the criteria for the competition.
Request Usage Rights
Essential on- & offline usage rights for images can be obtained via the squarelovin tool with just one click. For each request, a link to the terms and conditions is provided, which clearly clarifies issues such as copyright, personal rights, and usage rights. This way, squarelovin supports brands like Jack Wolfskin in using customer content in a legally secure manner.
Display Content
As part of the #GOBACKPACK campaign, Jack Wolfskin managed to collect over 5,000 high-quality images and videos under the campaign hashtag in less than three months. In order to offer creative customers an appropriate stage beyond the competition, the brand decided to integrate User Generated Content (UGC) into its long-term marketing strategy. Jack Wolfskin has been relying on squarelovin for over four years and meanwhile integrates UGC in the form of a large interactive social wall as well as on product pages on the website.
Clicking on an image in the social wall a pop-up opens, which shows the name of the Instagram user (1) who originally posted the image, as well as the original caption (2). Under some images, the related products (3) are also linked.
The Result
After the first #GOBACKPACK campaign collected over 5,000 posts in less than three months, three years later, more than 25,000 posts are gathering under this hashtag.
Under the two other branded hashtags, ATHOMEOUTDOORS and #JACKWOLFSKIN, are currently (as of 10/20) over 270,000 images and videos Jack Wolfskin, continuously selects and requests new favorites for inclusion on the website with the help of squarelovin.
Every third user who sees the social wall on Jack Wolfskin website interacts with it. On average, users who interact with the social wall look at three images. This results in a higher average time spent on the page, which has a positive effect on the search engine ranking of the brand website.
By using squarelovin’s UGC management tool, Jack Wolfskin succeeded in implementing the #GOBACKPACK campaign in a successful, structured and legally compliant manner. In course of the long-term cooperation, the brand was able to significantly increase its visibility in social media and thus not only address the young target groups that are active on social media. It also succeeded in encouraging its own community to constantly share new creative content. As a result, Jack Wolfskin now has an enormous content pool at its disposal that offers endless inspiration for customers and focuses on the brand’s central principle:
»We believe in the power of dreams. Dreams of freedom, independence and happiness.«
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