Rab is a globally recognised outdoor apparel brand, renowned for its high-performance gear built to endure the harshest conditions. With a strong commitment to innovation and sustainability, Rab is a trusted choice for climbers, mountaineers, and adventurers alike. In New Zealand, Rab continues to grow its presence through partnerships with local retailers, outdoor ambassadors, and community-focused social media strategies.
Our team partnered with Rab to address three objectives
These goals aimed to strengthen Rab's position as a leader in the outdoor apparel market in New Zealand.
Our primary challenge was to grow Rab’s brand awareness in New Zealand using organic social media strategies that resonate with the local outdoor community.
Our Approach
We developed a community-driven content strategy, leveraging the power of authentic storytelling, ambassador partnerships, and visually compelling posts. By focusing on high-quality, relatable content, we aimed to deepen the connection with Rab’s audience and amplify the brand’s visibility.
Results
Year-over-year (YOY), the organic strategy delivered substantial growth in key performance metrics:
These results demonstrate the success of a community-first approach, with increased content shares reflecting heightened audience engagement and brand advocacy.
Our goal was to boost awareness and visibility of Rab gear available in select Hunting & Fishing stores across New Zealand.
Our Approach
We partnered with NZ Hunters to create a targeted paid campaign, focusing on outdoor enthusiasts and hunters within proximity to the selected Hunting & Fishing stores. The campaign utilised tailored messaging to appeal to this niche audience, ensuring that Rab’s gear stood out in a competitive market.
Results
The campaign achieved an impressive reach of 176,000, significantly increasing brand visibility among Rab’s target audience. This success sets the stage for the next phase of our strategy: a remarketing campaign timed with the upcoming hunting season to maintain engagement and drive in-store traffic.
To grow Rab’s organic social media growth, we aimed to increase the quantity and quality of user-generated content, fostering a more authentic and engaging brand presence.
Our Approach
We developed an ambassador management strategy, supported by clear guidelines and processes for creating high-quality user-generated content. By nurturing relationships with Rab’s ambassadors and equipping them with the tools needed to produce compelling content, we ensured a consistent flow of authentic posts.
Results
While the strategy has contributed to steady growth in organic reach and engagement, our ongoing focus is on balancing ambassador-driven content with broader community involvement. This effort will further solidify Rab’s position as a trusted and relatable brand in the New Zealand outdoor market.
