Analysis Lifestyle – With focus on outdoor activities

by European Media Partner Client: Merrell

The Campaign

Enjoying nature and going outdoors is good for both your physical and your mental health. With spring fast approaching, we wanted to motivate our readers to undertake all sorts of activities outside in the fresh air. We focused on the most popular outdoor sports in the Netherlands, such as hiking and cycling to inspire our readers and show them all the possibilities with regards to being active in the outdoors.

Our Approach

We set up a cross media campaign with the biggest newspaper in the Netherlands, reaching over 1,3 million readers in print alone. Next to that, our campaign reached readers via our campaign site,, and via our e-paper.

Online, we hosted sponsored content and drove targeted readers to our articles via our publishing tool. Next to that, the online campaign was shared by some of the experts, interviewed in our articles, via newsletters and social media. Besides third party attention, the campaign got also noticed via our own social media networks.

A Client Example

One of our clients is Merrell, the number one rugged outdoor footwear brand in the world. We found out that they were collaborating with the Dutch kite surfer, Jerrie van de Kop in their film collaboration with Red Bull TV.  Jerrie went on a 23-day expedition through Africa to raise awareness for global warming and follow the wind from the tropical beaches of Zanzibar to the icy peak of Mount Kilimanjaro.

Merrell bought into the back-cover of our print campaign, reaching 1,3 million newspaper readers and in addition, Merrell wanted a prolonged campaign instead of a one-off opportunity. With our native online solution, we helped them reach 10.000 additional readers via our campaign website, with an average reading time of 01:39 minutes. Here the story told in the print campaign, has been continued and guaranteed more brand visibility and awareness.