The New Zealand Snow Industries Federation (NZSIF) has joined with How to Dad’s Jordan Watson to help relaunch its 'Go Snow' campaign and encourage Kiwi families back on the slopes.
The campaign was made with independent agency Strategy Creative.
Part of the 'Go Snow' campaign is a two-minute spot, called 'How To Take Kids To The Snow', featuring Watson in the show in his trademark shorts, gumboots and thermal jumper. As per his other instructional videos, he shows what different types of dads—the ‘she’ll be right dad’, the ‘adrenaline dad’, the ‘weeeeeee dad’, ‘snow ball fight dad’, the ‘watch this! dad, the ‘DIY dad’, the ‘really cold dad’—would do in the snow.
NZSIF director Miles Davidson says the partnership with Watson is directly linked to the core message of the 'Go Snow' campaign.
“He’s a young family man who’s keen to come up to the mountains, strap on some skis and just give it a go. Strategy truly lived up to their name on this one.”
Watson is no doubt also valuable as another channel for the campaign to be promoted through. Since Snow Go's relaunch on 25 June, so far ‘How to take kids to the snow’ has had over 269,000 views on Facebook and over 25,000 views on Watson's YouTube channel. Watson's also earned 8,800 reactions to the video while, it has five on the 'Go Snow' Facebook page.
However, as content and SEO planner Juanita Galindo wrote on Medium: The ‘like’ itself has a weak value for social media users. Optimizing campaigns and measuring success with ‘likes’ is not an indicator of future success with business objectives."
She suggests engagement metrics should include views and clicks while 'Likes' can be used for gather in information about potential customers.
Speaking about the need to relaunch 'Go Snow', Davidson says it was about engaging the modern generation of skiers and snowboarders.
“We needed to do something different. Our old campaign wasn’t resonating in the way it used to and we felt we just needed to make a change, while still maintaining the essence of what Go Snow means.”
Managing partner of Strategy Creative Christchurch Nick Harvey says the main goal in developing this campaign was to "create a New Zealand-wide movement which encourages and inspires all New Zealanders to get back on the snow or to give it a go.
"We believe every Kiwi has the right to 'Go Snow'.”