Woods Canada

Woods Canada and the #UltimateDreamJob

Woods Canada wanted to refresh its brand image and share first-hand product reviews to inform summer purchases, so it created a contest to find real Canadian outdoor "Woods Explorers." These brand ambassadors would tackle to Trans-Canada Trail, 17,000 kms linking the country.

The brand's exclusive retailer, Canadian Tire, held an online search, choosing four winners from more than 3,800 applicants for the #UltimateDreamJob program. The "Woods Explorers" earned $20,000 each and were given Woods products to test while hiking, climbing, paddling and portaging across Canada.

North Strategic drove awareness throughout the five-month campaign through earned media, pitching local outlets throughout the summer. The campaign drove 171 stories national and regional outlets, leading to more than 40 million media impressions. Woods Canada product sales grew 27% over the previous year.