How to Dad shows how to snow for New Zealand Snow Industries Federation

  • Advertising
  • July 4, 2018
  • StopPress Team
How to Dad shows how to snow for New Zealand Snow Industries Federation

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'.”

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Creative excellence: Shane Bradnick on the Axis Awards, creativity, and change

Creative excellence: Shane Bradnick on the Axis Awards, creativity, and change

StopPress speaks with Shane Bradnick about his move from DDB to take up a role at TBWA\New Zealand, his thoughts on award shows and his role as convenor at the 2019 Comms Council Axis Awards.

Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit