Challenge

The idea for Clif bar was born on an epic 175-mile bike ride. Ever since, the brand has made it their mission to feed adventure. To launch their new Nut Butter Filled Energy Bars, they wanted to break away from their product trialing roots and connect with a younger audience. The question was – how do we inspire them to get out for an adventure while simultaneously conveying the new product benefits?

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Solution

Five National Parks. Two photographers. One epic photo collaboration series born on a tandem bike – exclusively in social.

Instagram is the #1 source of inspiration for Millennials – especially those who love adventure. Beyond that, 62% use Facebook to get travel inspiration. Knowing that this target audience is in constant search of their next epic selfie – we tapped two notable photographers to feed their appetite for social inspiration while demonstrating the new product benefit of two great energy sources coming together.

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Activity

Clif Bar + National Parks. Two photographers + a tandem bike. Carbs of a Clif bar + protein of Nut Butter. All ingredients for our social product launch in search of adventure.

Fueled by the new Nut Butter Filled Energy Bars, two photographers came together to capture the energy of the national parks in photos shot specifically to be combined in one-of-a-kind series. From the majestic perspective of Sequoia National Park to the endless vistas of Yosemite, Joshua Tree, Bryce Canyon, and Moab, the entire adventure unfolded on a tandem bike – a playful nod to Clif’s heritage and the new product proposition.

Each collaboration photo was posted exclusively on Clif’s social channels. Viewers could see the full photos and behind-the-scenes shots on the respective channels of each photographer.

In addition to the inspiring views, adventurers were provoked to go out and discover these landscapes with the coordinates of each shot.

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Results

The Clif Nut Butter Filled launch was Clif’s first product unveiling beyond the traditional sampling footprint.

Engagement on Clif owned-channels increased exponentially to drive product awareness and recognition.

Amplification through photographer’s feeds and adventure channels including @earthfocus, @roamtheplanet, @modernoutdoors gained an additional 3.5+ million impressions.