Developing social media strategy, content creation strategy and influencer strategy for Osprey Packs within the outdoor industry. Uprated has supported the ongoing community building of Osprey’s Instagram and TikTok channels, launching TikTok from scratch with engaging outdoors and travel content. The output was increased follower growth, high engagement rates and significant reach.
Influencer, social and content strategy for Osprey Packs across TikTok and Instagram
Client Osprey Packs
Project summary
Delivering audience-targeted content to drive reach, community growth and authentic engagement.
Organic Reach
155%+
Versus Previous Year
Capturing new demographics and territories
Follower Growth
105%+
Within 6 months
Targeted business aligned audience growth with segmented messaging.
Video Views
51%+
Versus Previous Year
A video-first strategy driving engagement rates and growth
Client overview
Osprey Packs is the market-leading backpack provider for outdoor activities including hiking, skiing, biking and running. With a strong authority and authenticity in the outdoor industry, they also provide travel category, lifestyle and accessory products to everyday adventurers around the world.
The challenge
Osprey Packs were looking to maintain their technical authority within the Outdoor space while expanding key travel product focus and Gen-Z buy in.
The solution
We developed a channel-specific strategy delivering content segmented to key product and audience verticals that enabled growth and authority. Osprey’s technical outdoor position was further cemented with key outdoor creators on Instagram while expanding its younger audience buy-in with travel and lifestyle influencers on TikTok.
The obstacles
It was integral that we engaged our Outdoor technical audience and maintained the trust that Osprey’s heritage has garnered. It was also important to look fresh and have an eye on the future, ensuring we weren’t left behind in the ever-changing social media landscape.
A look to the future
For Osprey Packs, the future holds greater partnerships with like-minded brands, significant macro-influencer collaborations and further technical, lifestyle and travel community building on Instagram and TikTok.
“ What our team said…
The Outdoor Industry is a tough space to operate in, with significant product and sport expertise existing with the consumer. It was important to respect and grow the trust that had been created with these audiences while expanding and doing something brand new.
