Montane®
Since 1992 Montane® has provided innovative, protective clothing for those looking to go further and faster. Synonymous with high quality, lightweight and packable clothing, the brand has carved a place for itself within the trail running and endurance communities. Montane® is now on a sustained growth trajectory, focussed on engaging with an audience beyond its traditional core; leveraging its solid technical pedigree and authentic outdoor experience.
“Outside of Ordinary brought clarity and depth to our communications, de-coding our positioning and unlocking the potential within our brand code. The result was a refined seasonal approach and campaign content that supported a percentage growth in our brand awareness of 103%”.”
Matt Hickman, Global Marketing Director
Creative strategy:
Bring the brand vision to life. Build brand awareness and equity. Inspire people to push themselves and experience the joy that time spent in adventurous places brings. Acquire new customers beyond the brand’s hardcore base with emotionally resonant narratives.
Process:
The strategy demanded a change to the way the marketing function operated. To match the widening audience base and product offering, there was a greater need for earlier planning and alignment of product and marketing functions so that the brand was presenting itself cohesively to trade and consumer audiences.
Armed with a new brand vision, Outside of Ordinary crafted emotionally engaging creative territories built on the Further, Faster platform, designed to feed into the product development cycle so that both brand comms and product offering could be refined in tandem before being presented to the market.
Once product and campaign concepts were complete we undertook location shoots to bring the campaigns to life for trade launches, and after that campaign toolkits to ensure considered and consistent execution across all channels.
This resulted in renewed confidence from the brand team, greater consistency in marcomms and improved ROAS. All contributing to improved brand awareness and increased sales.
“Outside Of Ordinary have the ability to rapidly make sense of the brief, brand and deliverables required to succeed. They have consistently created outstanding campaigns which have helped us build brand awareness whilst staying true to our brand. They have also educated and advised us on our acquisition strategy and supported our internal teams perfectly throughout a strong period of growth for the brand.”
Matt Hickman, Global Marketing Director
