Spring Running
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Role: Lead Writer
Vid Length: 4:40
Total Impressions: ~100,000 -
Backcountry.com is a billion-dollar, online, outdoor retailer. I’ve worked with Backcountry for over 3 years, this is just one of hundreds of projects.
The Long:
Who doesn’t like running? Well…lot’s of people, but just as many love it! Running is big for Backcountry, so we made a campaign focused on all the new tech for the new season.
With IG Reels, TikTok, and YouTube dominating the quick-hit entertainment space, it’s impossible to ignore scriptwriting as a necessary skill. Additionally, long-form articles that focus on information, rather than entertainment, go hand-in-hand with quick-hit scripts. Here’s how I solved both in a single project.
The Video:
Backcountry sells thousands of new and innovative products. Each year, they get the latest and greatest, and it’s the writer’s job to understand and distill the benefits to the customer. We have to balance being experts with a casual tone so we retain our loyal “core” audience while not scaring off any potential new customers.
The Article:
Backcountry’s “Explore Blog” covers all topics outside from pre-ski cocktails to post-run stretching. Here, the writer dives into passions to inform customers of upcoming gear, best trails, and tips and tricks of the trade. In this case, I wrote out Backcountry’s favorite running shoes of the season, going into hyper-detail on select shoe performance. If you’re a runner, you might appreciate the full article.
Emails:
We split running into two categories: trail and mixed. We sent emails out to customers whose shopping affinity aligned with each category.
While you’re here…
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