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Nordica

Women’s Ski Collection

Services

Phase 1: Prospecting Campaign

  • Introduce the Women's Ski Collection
  • Product education — minus the tech
  • Give each ski a fun personality that depicts the skier’s experience
  • Content development
  • Digital marketing execution
  • Drive traffic to retailers

Phase 2: Remarketing to Engaged Users

  • Product education — minus the tech
  • Product experience using fun prompts with a play on dating apps
  • Content development
  • Digital marketing execution
  • Drive traffic to retailers

For this campaign, TWIO was tasked with showcasing Nordica’s Women's Ski Collection in a relevant and relatable way that would resonate with the average consumer to the core skier. With the Nordica brand, we like to say that we date our skis and marry our boots. What better way to highlight a collection of skis than doing a play on the ‘oh so popular’ dating apps.

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537,620

Reach

1M

Impressions

57%

Video View Rate

312,756

Video Plays

Challenge

Lack of content was the main challenge for this North American campaign aimed at promoting and educating the consumer about the Santa Ana skis — Nordica’s Women's Ski Collection. All we had to work with was a few studio shots and roughly 10 subpar lifestyle images, which made creating fresh and intriguing content a tough task. The content did not even pass our brand standards for social media publishing let alone a full blown advertising campaign. This meant we had to activate our creative team. 

If you’ve ever met Cat or read any of her ski copy, you know she has a great sense of humor. It was no surprise that she came up with really fun and engaging prompts like you would see on a dating app. Cat rewrote the typical dating app prompts as if you were looking into “dating” your skis. Categories like terrain, après and conditions all became the new, ski-industry specific criteria. She kept all tech lingo out of this campaign because she truly wanted to speak to the consumer and highlight the experience you would have when skiing on each one of the Santa Ana skis. Cat gave each ski its own unique personality, and each ski’s “dating profile” captures the essence of a day in the life of skiing on each particular ski.


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Process

We are currently halfway through the campaign and the feedback from industry folks such as reps, retailers and publications has been nothing but positive. It is a bit of fresh air in an industry that tends to focus on tech when all the consumer is truly interested in is how the skis make them feel and what their on-hill experience is like. 

With the Santa Ana ski collection, we were absolutely confident in the make up, construction and performance of the skis. We knew if we could engage the consumer to step into them, the rest would be history. The data on the advertising campaign has been great considering that this is a static image, carousel campaign. It is just the start of a larger video project that will be coming in the 2021-22 season. We are very excited for what’s to come!


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Outcomes

Our recent Branding work
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