Jack Wolfskin continues successful social media campaign

The idea behind the campaign is a smart money-back promotion: customers who buy a JACK WOLFSKIN product in the online shop, from a JACK WOLFSKIN store or from JACK WOLFSKIN partners Globetrotter and A.S.Adventure receive a coloured ‘Go Backpack’ flag. They take the flag with them when they go backpacking and display it prominently in travel videos filmed on their smartphones. The videos can then be uploaded to the www.go-backpack.com landing page. During the promotion, JACK WOLFSKIN will award cashback prizes to the first 500 customers who submit stories – refunding up to € 200 of the purchase price!

Three short videos tap into the target group’s reasons for travel and form a core component of the campaign. A special feature of the videos is that they have been assembled from consumer-generated content produced during the ‘Go Backpack’ 2017 campaign. They show members of the target group on the way to their dream destination, taking part in exciting outdoor activities all over the world or taking time out to plan the next episode of their lives. JACK WOLFSKIN has also managed to inspire top influencers from the outdoor and travel world, including Hannes Becker, Max Muench and Louis Cole. They are displaying the ‘Go Backpack’ flag on their travels around the world and posting photos to inspire the target group of young backpackers (aged between 20 and 35) to pack their backpacks and set off. The core idea and concept as well as the overall creation and detailed social media design are the work of the WERBEWELT agency in Stuttgart. Machinas in Barcelona is responsible for the landing page. POS advertising has been designed by the intention advertising agency in Bonn. pilot in Hamburg is in charge of designing and overseeing the media realisation.

The campaign runs from 1 May to 31 October 2018 in Germany, Austria, Switzerland, Belgium and the UK using almost exclusively digital media. Channels like Facebook, Instagram and YouTube are a core component, along with various blogger networks.

To the videos: Active – Destination – Next Episode