Bear Grylls is one of the world’s most recognised faces of survival and outdoor adventure.
He has over 7million avid followers worldwide; a global audience who all want to feel ‘inspired, educated and equipped’ by each and every part of the Bear Gryll’s world. We partnered with Bear Grylls Ventures, creating an immersive and unique brand experience – an outdoor adventure brought to life online. This strategy would help the business have greater scope for growth, build trust and confidence, give a common point of contact through a digital ‘hub’ and be more attractive to followers and fans. To achieve this we also proposed an extensive social and content marketing strategy to support the launch of the website – really driving traffic, incentivising visitor sign up and creating an authentic buzz of brand advocacy.
With a huge demographic ranging from 16 to 55 and over 7 million followers worldwide, the digital strategy would have to appeal to all in an engaging and immersive manner. The website had to be as inclusive and universal as possible, simple to use and intuitive whilst conveying a sense of adventure and fun.
Indeed to live up to the new brand vision and values and embody the ‘adventure brand’ we needed to take people on a journey online. Making the user experience as rich and dynamic as possible through interactive functionality, thought provoking imagery and an emotive narrative.
Here was an opportunity to really take the visitor on an amazing, unique experience: literally an outdoor adventure brought to life online. Truly emotionalising the experience of the individual through the theatre of outdoor adventure with Bear acting as the guide to the consumer’s journey.
More than the brand
Bear Grylls the brand is more than the man; we had to take into account the different stakeholders and partners involved. So in a workshop session with the Bear Grylls team we mapped out the user experience from start to finish, identifying every point along their journey of how a visitor finds information and engage with the brand. This then was married onto the brand values of inspire, educate and equip. This aligned the digital strategy with that of the business, it also set the style for the new website as an immersive experience, one where each and every website visitor can be engaged and play a part by sharing their own experiences and even signing up to Bear Grylls courses and training.
Life of adventure
Whilst known for his popular TV series such as Running Wild and The Island, we wanted to educate the fans and followers of Bear's life in an informative and engaging way. To do this we created an extensive timeline of exciting information to feed his fan's appetite on all his different life adventures.
Building an engaged community
To live alongside the website and help build an truly engaged community, we also created a supporting campaign #The Adventurers. Here, all those who bought into the all-out action Bear Grylls symbolises could post content to a social wall on the website and also share their achievements on Twitter, Facebook and Instagram.