The Insense platform amplifies the outdoor retailer’s social marketing results
Mountain Equipment Co-op (MEC) is a Canadian retailer that sells outdoor recreation gear and clothing; MEC isn’t just a retailer, but an actual co-op as well, with over 5 million members. Established in 1971, MEC has long been a household name throughout Canada, and the brand is focused on fostering a strong community of outdoor enthusiasts of all types.
MEC has engaged in influencer marketing for years, but in early 2018, the brand was looking for ways to better manage their influencer programs, reducing the amount of time needed to find and work with influencers and content creators. MEC also wanted to explore new ways to reach untapped audiences of consumers interested in outdoor clothing and gear.
With a focus on strengthening its influencer strategy and social marketing results, MEC was a prime candidate for a tool to aid in sourcing and managing influencers, producing content, and amplifying that content. Let’s take a look at how MEC began leveraging the power of the Insense platform to up their influencer marketing game.
MEC already had an established group of brand ambassadors and influencers helping to spread the word of its brand online, so the challenge for the co-op was to find a way to better manage and maximize its partnerships.
The company was also executing a wide range of campaigns, from brand awareness efforts and contests, to eCommerce and seasonally themed campaigns. With regular involvement in local sporting and fitness events, MEC also wanted to better target its audiences regionally.
All in all, MEC needed a platform that would provide support for its diversity of brand awareness campaigns.
MEC began utilizing Insense’s technology to easily obtain custom content, manage influencer campaigns and amplify influencer posts. The brand has since launched 10+ campaigns across a range of objectives.
In 2018, after MEC began using Insense, the Canadian company hired full-service communications agency OMD Vancouver to handle its overall media strategy and outreach. MEC and OMD have continued using Insense for managing influencer campaigns, as the platform fits seamlessly into the agency’s existing workflow. Although Insense is user-friendly and easy to learn, OMD had the added benefit of already being familiar with the Insense platform, having used it for other clients before.
Insense has helped MEC meet a wide range of sponsored campaign objectives, including holiday gifting, promoting new product lines and boosting general brand awareness.
“The Insense platform provides us with a way to manage our existing influencer partnerships, easily seek out new relevant influencers to work with, and boost posts so that we can maximize our exposure. To put it simply, Insense has enabled our team to run social ad campaigns more efficiently.”
-Andrew Sutherland, MEC’s Brand Engagement Manager.
Since the brand already had a core group of brand ambassadors and influencers that it worked with, MEC was able to better organize its efforts by onboarding its existing influencers into Insense — allowing the brand to take advantage of Insense as a project management platform, and to also start boosting influencer posts as targeted ads on Instagram.
Integrating its existing influencer relationships into the Insense platform enabled MEC to get more value from its already established influencer efforts, while simultaneously making the process more efficient overall. Insense’s streamlined, user-friendly tool for managing influencers and content projects has proven to be valuable for MEC.
MEC also leveraged Insense’s existing database of influencers to find influencers in specific regions, create region-specific content, and then boost ads specifically in that region. For example, the brand hosts the MEC Race Series in several areas of Canada, including Alberta, British Columbia and Quebec. The company was able to find influencers in each of the regions where it was hosting race events through the Insense platform, and then collaborate with its chosen influencers to promote the races. Sponsored posts included content from @thehilaryann, @lietco and @karleensamson.
MEC has also been able to promote its brand as a resource for travelers: One campaign that the brand executed focused on having influencers choose products to take along on any upcoming trips, and then promote their MEC products from amazing locations around the world.
“Insense is a great way for MEC to get more efficiency and impact from it’s influencer and social content efforts. With OMD Vancouver becoming MEC’s agency of record, and bringing their strategy and media buying expertise into the mix, the potential for MEC on Insense is only increased. Insense works well with this type brand/agency partnership, and we’re excited to see what the future holds,” says James McNally, Director of Client Relations at Insense.
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