Salomon
#SalomonWMN
THE CHALLENGE
The Outdoor Sports category traditionally skews towards a male audience.
Salomon made a conscious decision to change this by increasing gender inclusivity across its business – a company-wide strategy – from product development all the way to communications strategy.
The company chose to represent all the amazing women who love the outdoors, making the brand accessible to more women, and ultimately serving women better through its product range.
1000heads social analysis and strategy layer identified the crucial role that social comms would play in achieving the gender inclusivity goal and recruiting more women to the brand.
IDEA
We set out to put women at the heart of the brand’s people-powered storytelling on social with a long-term commitment and recalibration of the content strategy.
We made gender inclusivity a KPI for Salomon’s social comms and set the target for 50/50 representation across all content. Gender inclusivity was baked into a social measurement framework and reported right up to the VP of Brand.
We developed an insight-led and people-powered content strategy that celebrated an authentic passion for the outdoors – shared by women across the globe.
IMPLEMENTATION
Influence and advocacy were a critical part of the strategy, we needed to build a voice within the community of female outdoor sports enthusiasts – to do so, we set about growing the #SalomonWMN ambassador programme.
Through a blend of event experiences, product access and creative campaigns, the SalomonWMN programme became central content fuel for the brand’s social communications – driving the gender inclusivity goal. The programme inspired advocate-generated content (AGC) from passionate women from all over the globe, 1000heads then curated and amplified this AGC across Salomon’s social ecosystem.
We used a suite of social tools to set up and track the programme, including 1000heads proprietary audience analysis tool VoiceBoxTM to identify the first cohort of voices to be part of the programme.
IMPACT
In the two years since the strategy deployment, Salomon has shifted the representation of women in the brand’s social comms from 15% of content to 50% – right on target.
The brand’s audience became a richer and more diverse place as a result.
By ensuring its content was more inclusive and accessible, and maintaining the 50/50 content split, we grew Salomon’s following of women on Instagram by +143,000.
The community liked what they saw – with content focused on women outperforming the rest, generating 15% more engagement on average.
The earned reach of the programme has also spread far and wide, with 65,000 user-generated posts using the hash #SalomonWMN.
The strategy has also generated a 30% increase in Salomon + Women searches on Google in the last two years – driving people to opportunities to explore the product range further and to purchase.
We couldn’t be prouder to have been a part of a movement in breaking stereotypes and driving more awareness and communications around equal representation.