🔵#10: Outdoor Voices Community Analysis
What about a brand that wants to bring more people outdoors?
Outdoor Voices
🌱 CREATED: 2013
🎯 MISSION AND PURPOSE: Get the world moving
👩⚕️ COMMUNITY MANAGER (Yes/No): Yes
It is very clear who this brand is for: "Community of humans who like to have fun".
They seek people who:
➡️ Like to "do things"
➡️ Stay outdoors
➡️ Who cares about doing
➡️ Someone who wants to have a voice.
📅 OV Community Today
🏬 Stores work as community hubs (events are organized by the brand in each of their local shops) - similar to lululemon
📱Engagement happens in Social Media channels (e.g Instagram)
📣 Product ideation occurs in their social
MAIN STRATEGIES
1️⃣ Brand Content-driven: Outdoor Voices is betting all their stakes in brand content creation through social media and their digital magazine https://therecreationalist.com
2️⃣ Micro-community of Brand Ambassadors (The "Doers"): 1% best and most engaged customers
➖ What's wrong?
From my research and from reading customer feedback:
Lack of customer support;
Disconnection between Digital and in store service journey;
Lack of balance between brand and company;
👁️ MY PERSONAL VIEW: "A new voice: Community"
✔️ New vision: "Let's go Outdoors" & "Raise your Voice"
Main focus:
Have Fun: create a community space
Customer2Customer approach: UGC content;
360º Engagement and Experience;
We hear your voice: better customer support;
❗ Being a Direct to Consumer brand where customers have high expectations on all the products, there must be direct & internal collaboration between Marketing, Product, and Customer Support. Community in the center of this intersection.
🤗 Suggestions of resources for the Community:
Content focused on outdoor life
Community Product Review Meetings;
Community Hangouts;
UGC "Library";
Outdoor Voices Annual Camp.
💡 Potential name: Playground
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Would love to hear your opinion on this analysis. What do you think?
Note: this analysis is based on my personal opinion, as a user of the platform, as well as on research on the platform, articles, and forums. Any views or opinions are not intended to malign any company, organization, or individual.
Do you have any other brands you'd like to see a community analysis like this? Let us know!
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