Industry Insights

Industry Insights
Crafting contagious campaigns

Crafting contagious campaigns

How to go viral : What we can all learn from the ice bucket challenge

Like any good virus, the Ice Bucket Challenge has not just proliferated, it has mutated. Still going strong on social media as a fundraising phenomenon for ALS, the phenomenon also developed some interesting strains in Africa (Lather Against Ebola), India (The Rice Bucket Challenge), a No Ice Bucket Challenge backlash, and smaller morphs from folks challenging people to donate to any cause that’s meaningful to them. We examine how the ice bucket challenge tapped viral’s secret formula.

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Karma and the Great Outdoors

Karma and the Great Outdoors

The 10 Most Ethical Outdoor Gear Brands (and How You Can Play the CSR Game)

Consumers, especially in the outdoor space, have a conscience. They want to do good, and they want the companies they support to do good, too. Here are the stand-out 10 who have embraced a triple bottom line - people, profits and planet. Plus an interview with Russ Stoddard, president of Oliver Russell, on how to be a brand with higher purpose and a healthy bottom line.

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Are you committing ecocide?

Are you committing ecocide?

An eco-audit of your printing options

We wade through the certification jungle to find out which paper is the most forest-friendly, all the better to help you keep your environmental footprint low, your marketing impact high and your conscience clean.

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STRAVA

STRAVA

Smart Design, Savvy Marketing

Exploring the role that good design and savvy marketing have played in helping STRAVA became the predominant social fitness application.

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Trail Running is hot

Trail Running is hot

An interview with Adam Campbell

We love trail running. But it’s more than just a sport to us. Trail running has recently evolved to become an increasingly important revenue driver for some of our client’s businesses. To explore this, we have interviewed Arcteryx/Salomon athlete, Adam Campbell, for his take on the temperature of the trail running industry.

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The Canadian retail landscape

The Canadian retail landscape

The polarization of luxury and discount.

From the 1990s to now, the Canadian retail landscape has undergone a significant change. With the convenience of affordable online shopping taking over middle-tier shoppers and high-end luxury brands moving in from the US, many existing brands and companies are facing an increasingly tougher market.

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Branded Content Round Up

Branded Content Round Up

Ones to watch from the first half of 2014

In this first half of 2014, numerous pieces of amazing branded content have already been produced by outdoor sports brands. We sifted through as much as we could, and here are some of our favourite content from brands such as GoPro, Red Bull, The North Face, and more.

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