Community-Driven Social Strategy Innovation
Client: Mountain Hardwear (under Columbia Sportswear)
Project: Social Media Strategy Consultation & Campaign Concept
Role: Concept Development, Creative Strategy, Brand Innovation
Overview:
Mountain Hardwear is a leading outdoor apparel brand known for bold performance gear and an adventurous spirit. As part of a strategic consultation, I pitched a revolutionary social media model — one that puts storytelling power into the hands of the brand’s most valuable asset: its community.
The Concept – The Year of the Community Manager:
Instead of hiring one full-time social media manager, Mountain Hardwear could empower its community to manage the 2026 social calendar—one day at a time.
Key Details of the Campaign:
$75,000 Annual Budget = $205 per Day: The traditional salary is split daily, creating a direct incentive for contributors.
Open Call for Content: Community members can select a date on the 2026 calendar and submit their original content — whether it's photography, video, audio, or written storytelling.
Submission Limits: Only 4 content submissions per day are allowed, creating urgency and excitement around participation.
Authenticity at Scale: Each day’s content is selected two weeks in advance, ensuring a curated, high-quality feed that reflects the diversity of the MHW audience.
Daily Storytelling from Real Adventurers: This is user-generated content elevated — rewarding brand-aligned voices and building buzz throughout the year.
Why It Works:
This concept turns passive followers into active brand collaborators. It builds a scalable, meaningful content pipeline while positioning Mountain Hardwear as a pioneer in community-led marketing. The model supports creative expression, expands brand reach, and cultivates loyalty — all through a simple but powerful incentive structure.
Impact & Outcome:
This bold pitch was shared with Mountain Hardwear leadership as a forward-thinking model for how outdoor brands can deepen community engagement, fuel authenticity, and generate excitement around storytelling in the digital era.
