Instagram Scouts

And integrated digital campaign with one purpose: to convert Instagram's many outdoor enthusiasts from selfie taking hikers to real campers who need actual camping equipment.

To make Campworld relevant to this untapped audience, and transform it into a brand they would associate with on Instagram, we created an idea inspired by scouts and the badges they earn.

Each week brought a new challenge for our Instagram Scouts to complete. And the reward was as visual as Instagram itself. Collaborating with a well-known embroidery artist, we created a series of activity badges that were sent out as weekly rewards for completing our outdoor challenges.

Our campaign rewarded
Instagrammers with physical
acknowledgement instead
of empty likes,
and improved the relevance
of our authentic,
down-to-earth brand
on a platform dominated
by fashion, fast cars and
fitness models.