Walls Outdoor and Liberty
  • Shop Social Campaign

    Brand Identity
    Voice

    The pandemic was a tough ride for all businesses, but even more so small independent shops that are the lifeblood of the trades. To honor their struggle to survive the roughest year in recent memory, Voicebox brainstormed the idea for a shop week campaign that gave respect and gear to these owner-operators struggling to survive. To develop the content arc, we worked with Backbone Media’s talented internal team and harnessed the stories of brand ambassadors in parallel as they were signed on to the effort.

    We shaped up a narrative as the social specialist harvested authentic content, then seeded the campaign with posts and images honoring these new Walls shops, from custom metal workers in New Mexico to backyard sawmills in Tennessee. The ethic not only resonated with the community but also with the client, setting a new content direction that positioned the brand in line with its upstart, underdog character in the market.

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