Case: Social Media & Influencer Campaign


Case: Social Media & Influencer Campaign

#GOBACKPACK Camp Sweden 2019

Here to stay. Following the successful establishment of #GOBACKPACK, the second phase has now been launched. For the first time in summer 2019, the movement was given “a home”: the #GOBACKPACK Camp in Sweden.

Once again closely tied in with the brand’s roots (1981: start of backpack production), Jack Wolfskin is thus increasingly positioning itself as an enabler of young people who want to discover the world.

The setting: the small island of Bergholmarna, in the archipelago of the Stockholm coast. For 10 days it served as a base for the backpack community. While there, approximately 120 participants had a chance to camp, kayak, SUP, swimrun, and attend interesting workshops on subjects like outdoor cooking, photography or sustainability.


The camp campaign was broken down into four phases: Call, Pre, Live and Post. In keeping with the target group, the main channels used were Facebook and Instagram.

For the Call phase, 4 clips were produced, in which the closing drone flight scene enticed viewers with a stopover on the island. Their message: “Win 3 days at our very first island outdoor camp!” To start off, the clips were posted on the social channels from March to May, and their reach was greatly extended with media.


During the Pre phase, further information about the camp and the island was provided on a landing page and on social media. Parallel to that, several influencers made their way to Sweden by various routes, supporting this phase with their content. Equally, during live coverage, bloggers such as Anna Heupel (annanassaft) from the areas of travel, outdoor and sustainability provided authentic content. This resulted in high engagement, particularly on Instagram. To end up, all of the material was used to create an emotional “camp video” – first and foremost as a thank-you to the participants – but also as a renewed call to all #GOBACKPACK enthusiasts.


Sweden 2019: One island, one camp, one movement #GOBACKPACK