The challenge
Keep technical authority in the outdoor space while growing the travel range and winning over a Gen Z audience.
Outdoor authority. A new generation.
Social, content and influencer strategy for Osprey Packs across Instagram and TikTok, including launching TikTok from scratch.
Results
Trust kept. Reach grown.
Audience-targeted content that drove reach, community growth and authentic engagement.
+155%Organic reach vs previous yearReaching new demographics and territories.
+105%Follower growth in six monthsAudience growth aligned to the business, with segmented messaging.
+51%Video views vs previous yearA video-first strategy driving engagement and growth.
The client
Built for everyday adventurers.
Osprey Packs is the market-leading backpack maker for hiking, skiing, biking and running, with travel, lifestyle and accessory ranges for adventurers around the world.
The solution
A channel-specific strategy with content segmented by product and audience. Outdoor creators on Instagram reinforced technical credibility; travel and lifestyle creators on TikTok brought in a younger audience.
The obstacles
Keeping the trust Osprey's heritage has earned with a technical audience, while looking fresh and staying ahead of a fast-changing social landscape.
What's next
Partnerships with like-minded brands, larger influencer collaborations and continued community building across Instagram and TikTok.
The content
Technical outdoor creators on Instagram. Travel and lifestyle creators on TikTok. Each channel with its own audience and message.
The outdoor industry is a tough space, with real product and sport expertise among its customers. It was important to respect and grow the trust that had been built with these audiences, while doing something brand new.
