Case Study: The Benefits of Episodic Content

MULTI-PLATFORM ONGOING EPSISODE SERIES TO CREATE CONSISTENT AND ENGAGING CONTENT FOR A SPECIFIC AUDIENCE

Client: La Sportiva

Projects: How to Ski Tour // Episode Series

The Power of Episode Series in Client Content Creation

In the world of filmmaking for brands, there's a growing trend towards creating episode series rather than standalone videos. The benefits of this approach are evident when examining the "How to Ski Tour" series I produced in collaboration with La Sportiva. This case study explores how this series strategy effectively engaged the audience, showcased the brand, and provided a more comprehensive content experience compared to one-off videos

EPISODE 1: BUILDING ANTICIPATION

The first episode of the "How to Ski Tour" series laid the groundwork for what would follow. It introduced the collaboration between La Sportiva, mountain athlete Davide, and myself, giving viewers a glimpse behind the scenes of the content creation process. This episode set the stage for what the audience could expect in the series, creating anticipation and excitement.

Consistent Posting Schedule for Audience Engagement:

To maintain audience interest and keep La Sportiva at the forefront of viewers' feeds, we implemented a consistent posting schedule. Each episode was strategically released throughout the winter season, aligning with the skiing and adventure community's interests. This ensured that the brand remained top-of-mind and engaged with the audience over an extended period.

EPISODE 2: EXPANDING HORIZONS

Rather than sticking to a single theme, the series ventured into diverse adventures. In Episode 2, we showcased Davide's transition from biking to mountain running, emphasizing the idea that staying active and exploring can start right from one's front door. By offering varied content, the series appealed to a wider audience, catering to different interests within the adventure and sports niche.

Engaging Diverse Interests:

The episodic format allowed us to cater to a diverse range of interests within the adventure sports community. Episode 2, highlighting biking to mountain running, resonated with viewers who might not be avid skiers but were still passionate about outdoor activities. This diversity in content expanded La Sportiva's reach to a brand new audience entering into the winter season.

EPISODE 3: "THE BASICS OF TOURING"

In the third installment of our La Sportiva "How to Ski Tour" series, we delve into the essential elements of ski touring. As the snow blankets the mountains, Davide Giardini guides us through the fundamentals of this exhilarating winter sport, and he addresses a question that often crosses the minds of winter enthusiasts: "Why not just take the lift?"

Crafting Brand Loyalty

As viewers are introduced to the essential elements of ski touring, they not only receive valuable education but also establish a deeper connection with La Sportiva as a reliable source of guidance and expertise. By addressing the fundamental question of "Why not just take the lift?" and delving into the allure of ski touring, this episode reinforces La Sportiva's commitment to empowering and inspiring winter enthusiasts.

It positions La Sportiva as a partner on the journey to mastering the art of ski touring, fostering brand loyalty and trust among the audience.

EPISODE 4: COMMUNITY BUILDING

Community building was a recurring theme in the series, and Episode 4 specifically highlighted Davide's efforts to make ski touring more inclusive. This showcased La Sportiva's commitment to promoting the sport's accessibility, a message that resonated with viewers and aligned with the brand's values. This episode demonstrated that the series was more than just adventure—it was about connecting with a community and fostering inclusivity.

Fostering a Sense of Community:

The focus on community struck a chord with viewers who value camaraderie in outdoor pursuits. La Sportiva's involvement in creating a supportive ski touring community resonated with the audience, establishing a positive association with the brand. Given the importance of inclusivity throughout the outdoor industry right now, we knew this needed be a theme to emphasize again and again in the series to showcase La Sportiva’s commitment to diversity, equity and inclusion.

EPISODE 5: "CHASING POWDER IN THE BACKCOUNTRY"

In the fifth episode of our La Sportiva "How to Ski Tour" series, we embark on a thrilling adventure with skier Davide Giardini as he sets out to chase powder with his friends. Deep into the backcountry, Davide not only gets a fantastic workout on the uphill journey but also enjoys an exhilarating experience on the descent.

Marketing Authentic Experiences

Episode 5 of our La Sportiva "How to Ski Tour" series embodies the brand's dedication to authentic outdoor experiences. Joining skier Davide Giardini on an exhilarating backcountry powder chase, viewers witness the thrill of off-piste skiing and the brand's celebration of adventure. This episode inspires outdoor enthusiasts to explore uncharted territories, reinforcing La Sportiva's role as a trusted partner in unforgettable outdoor experiences and enhancing brand loyalty.

EPISODE 6: SEASONAL CLOSURE AND CONTINUATION

The final episode, set in spring, provided a fitting conclusion to the series, illustrating the seasonal aspect of ski touring. It emphasized the importance of timing and knowledge in the sport while delivering breathtaking visuals of spring skiing. This episode effectively closed one chapter of the series while hinting at the potential for future content, leaving the audience wanting more.

Long-Term Engagement and Future Possibilities:

As the series concluded, it left the door open for future content, fostering long-term engagement with the audience. The anticipation of what might come next kept viewers connected to La Sportiva and eager for future adventures, once again strengthening brand loyalty.

Benefits of Episode Series:

1. Engagement: The episodic format kept viewers engaged over an extended period. With each new episode, the audience had a reason to return, increasing interaction and brand exposure.

2. Comprehensive Storytelling: The series format allowed for a more comprehensive exploration of ski touring and Davide's journey. It provided a deeper and more nuanced understanding of the sport, making the content richer and more informative.

3. Diverse Audience Appeal: By featuring different aspects of adventure sports, the series appealed to a broader audience. It catered to both seasoned outdoor enthusiasts and newcomers, increasing the brand's reach.

4. Brand Alignment: The recurring themes of community, inclusivity, and adventure aligned with La Sportiva's brand values. This consistency reinforced the brand's identity and message.

5. Product Showcases: The series showcases Davide Giardini in a variety of conditions and using a variety of La Sportiva’s gear. Because these videos ultimately need to serve to generate income for La Sportiva, the series was proof that their products can be utilized in the way their marketed.

Strategy is Everything…

The "How to Ski Tour" series for La Sportiva demonstrated the numerous advantages of adopting an episode-based content strategy. From building anticipation to showcasing a variety of themes and fostering community engagement, the series format effectively aligned with the brand's values and goals. As brands continue to explore new ways to engage audiences, the episode series stands out as a powerful tool for storytelling and brand promotion.

Want to Work Together?

Roo is a commercial/documentary filmmaker and photographer based in Boulder, Colorado but travels all around the world for his filmmaking career. He has directed documentaries for Patagonia in California, produced films for Outside Magazine throughout Europe and Africa, camera operated for Netflix in the Rocky Mountain West, photographed among indigenous communities in South America, and has received notable recognition in his hometown of Orcas Island in Washington State for his work telling uplifting stories in the outdoor space.

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Case Study - How to Ski Tour Episode Series with La Sportiva