Digital Strategy. Design. Social Media
Bear Grylls has a huge social media following and a massive global audience waiting to hear his latest news. However, the flow of information is very much one-way….outwards. So, although Bear’s fans’ appetite for information is generously covered, there is not so much in the way of community engagement. We wanted to change that…
Not everyone can be Bear Grylls, but everyone can show the courage and commitment to go further than they did the day before. So to remind everyone of this we set about to launch an exciting global social media campaign that would connect those who love all things adventure. Whether it’s telling tales around a crackling campfire, cycling through the hills or overcoming an everyday obstacle, we’re inviting people to celebrate their achievements with the Bear Grylls brand.
Welcome #TheAdventurers. These are the restless few who fearlessly tackle whatever’s in front of them… having courage to face the tough and avoiding the easy route.
Our vision was to build a community of these like-minded individuals and involve them in the Bear Grylls experience by sharing their own stories (user-generated content) across Twitter, Facebook and Instagram. By sharing their stories to social media with the hashtag #TheAdventurers the content is pulled through to the social wall on the website for everyone to see and celebrate. Through this the brand is building a community of individuals who feel part of the Bear Grylls experience.
After a series of teaser and launch posts, entries began to stream in across all social channels from all over the world, proving everyone can be an adventurer. Some of the entries have been so amazing that Bear has been using them across his social media to continue to push the campaign.