Kathmandu | On the Map in Europe
Impact
42.8m
total audience
10m+
combined impressions
50k+
ad interactions
2m+
video views
Brief
In New Zealand, Kathmandu is a household name and a go-to brand for adventure-ready gear. But when the Kiwi favourite set its sights on Europe, it needed help understanding new territories.
Brandnation was tasked with driving Kathmandu’s expansion by developing a strategy to engage Gen Z across key European markets of France, Germany and the UK.
Idea
Lean into the brand’s points of difference – its Kiwi heritage, off-beat personality and B Corp certification – to craft a Gen Z-centric campaign grounded in purpose and full of personality.
Amplification
Our multi-channel strategy balanced high-impact storytelling across public relations and experiential with a data-driven approach to performance marketing.
Over in the Lake District, we invited organic influencers and journalists to join us for a day of forest bathing, foraging and hiking near Scafell Pike, decked out in adventure-ready Kathmandu gear.
Journalists wrote for major consumer titles, while our social media content creators were big in the outdoors space on Gen Z’s favourite social media platforms TikTok, Instagram and YouTube.
We secured coverage across national and specialist titles including Evening Standard, Adventure.com and Country Walking, with the brand featuring in SEO listicles like ‘Best Men’s Winter Coats’ on The Independent.
Our territory-specific paid media strategy ran across Meta, YouTube and Google, with a bespoke approach to each market that prioritised A/B testing. Our strategic execution covered everything from account set up and precise targeting to ad copywriting and ongoing optimisation.
Services
Paid media strategy
Copywriting
PPC
Paid social media
PR
Influencer marketing
Experiential
“The hard work and commitment Brandnation has put into our project has helped kickstart paid campaigns for Kathmandu in Europe and generated strong brand awareness.”
Regional Marketing & PR Manager at Kathmandu
