The Role of Branded Documentaries in the Outdoor Industry
How Branded Documentaries Can Transform Marketing
Branded documentaries were once the rage, especially in the outdoor industry. In the mid 2010s, it seemed Yeti and Patagonia were blazing a new trail in their marketing style but - have things changed? Amidst a world of social media trends and advertising getting out of control, do people still resonate with this style. These films capture the ethos of a brand not through scripted sales pitches but through stories that resonate with the values of outdoor enthusiasts. More than any other industry, the outdoor space values authenticity, community, and environmental stewardship - qualities that branded documentaries are uniquely equipped to convey.
For brands hoping to stand out in an increasingly crowded market, traditional advertisements are no longer enough. The outdoor community craves real stories—stories that reflect their personal passions, from adventure to conservation, and challenge them to connect on a deeper level. This article delves into why branded documentaries have become essential to the outdoor industry, highlighting how they go beyond conventional advertising to create connections, inspire loyalty, and champion purpose-driven storytelling.
Why Branded Documentaries are Ideal for the Outdoor Industry
For outdoor enthusiasts, brand loyalty is often forged through shared experiences and values. This audience isn’t just looking for a product—they’re looking for brands that resonate with their lifestyles, ideals, and sense of adventure. In the outdoor industry, traditional ads that focus on product features or scripted scenarios often miss the mark. In contrast, branded documentaries communicate a brand’s commitment to its values and community in a way that feels genuine and relatable.
Branded documentaries meet the outdoor community’s craving for authenticity by telling stories grounded in real experiences and connections. They often highlight athletes, environmental advocates, or everyday people who live the brand’s mission in a way that resonates with viewers. For example, Yeti has produced a series of short films focusing on the personal journeys of those who embody the company’s ethos, from fly fishers to cattle ranchers, building a reputation as a brand that values grit, nature, and tradition. Patagonia has likewise built a powerful legacy in branded documentaries by producing films that raise awareness of environmental issues, aligning with their mission to protect the planet.
These companies understand that their customers aren’t just buying products—they’re supporting a vision. Branded documentaries allow outdoor brands to tell stories that speak directly to the lifestyle and values of their audience, positioning themselves not just as vendors but as partners in their audience’s journeys. In this way, branded documentaries allow brands to go beyond transactional relationships and build trust and loyalty that transcends the products themselves.
The Core of Effective Outdoor Documentaries
In the outdoor industry, consumers are increasingly drawn to brands that reflect a purpose beyond profit. With the growing demand for environmental responsibility and ethical practices, branded documentaries have provided a space for outdoor brands to align their marketing with these values. Unlike conventional ads, which are often focused on the immediate goal of selling, purpose-driven branded documentaries highlight the mission of the brand and the positive impact it seeks to make on the world.
Take, for example, Artifishal, a branded documentary by Patagonia that tackles the environmental impact of fish hatcheries and fish farms. This film doesn’t promote a specific Patagonia product but instead shares an important story aligned with the brand’s commitment to environmental advocacy. By choosing to tackle a pressing environmental issue, Patagonia has strengthened its connection with its audience, who support the company not only for its products but for its environmental values. The film positions Patagonia as a brand with a purpose, one that’s unafraid to confront tough topics and push for change.
Outdoor brands that focus on purpose-driven storytelling in their documentaries can engage audiences on a deeper level, fostering a connection based on shared beliefs. By shining a spotlight on their values, they demonstrate an understanding of the issues their customers care about, positioning themselves as allies in the audience’s commitment to environmental and social responsibility. Purpose-driven branded documentaries don’t just tell the story of a product; they tell the story of a brand’s role in making a positive impact.
Capturing the “Why” of the Outdoor Community
The outdoor community is united by a powerful “why”—a shared motivation that goes beyond the physical act of hiking, climbing, or camping. For many, the outdoor experience is about connecting with nature, pushing personal limits, and finding peace in the world outside of modern pressures. This deep-rooted sense of purpose creates a unique opportunity for brands to tell stories that resonate on a profound level, inspiring their audience and aligning with the values that drive them.
Branded documentaries can capture this “why” by focusing on personal stories that emphasize the motivations behind outdoor pursuits. Rather than merely showcasing action shots or beautiful landscapes, these films explore the emotional and philosophical aspects of spending time outdoors. The story becomes less about the activity itself and more about the journey of self-discovery, resilience, and connection to the natural world.
Incorporating these values into branded documentaries positions outdoor brands as authentic and relatable. For brands hoping to strengthen their connection with the outdoor community, aligning their story with the audience’s “why” is a powerful way to resonate on a personal level. By telling stories that capture the deeper reasons why people venture outdoors, branded documentaries can establish an emotional bond that goes beyond the screen.
Expanding the Narrative Beyond Traditional Adventure Sports
The outdoor industry has long been associated with adventure sports, with branded content often showcasing high-intensity, adrenaline-pumping activities. While these stories are exciting, they only represent a portion of the outdoor experience. In reality, the outdoor community is incredibly diverse, encompassing people from various backgrounds, cultures, and age groups who find joy in everything from birdwatching to adaptive sports. Branded documentaries that acknowledge this diversity can reach a wider audience and resonate on a deeper level.
For example, the outdoor brand REI has produced branded documentaries and video series that highlight underrepresented voices and stories. In one series, they explored how urban rock climbing provides an outlet for young people in inner cities, shifting the narrative from the wilderness to urban spaces. By focusing on an aspect of the outdoor experience that’s often overlooked, REI effectively widened its appeal and demonstrated a commitment to inclusivity and community building.
Brands that embrace a broader narrative in their documentaries reflect the diversity of outdoor experiences, making the industry more inclusive. By telling stories that go beyond the usual adventure sport archetype, branded documentaries can appeal to viewers who may not traditionally see themselves represented in outdoor media. In doing so, brands position themselves as leaders in fostering an inclusive and welcoming outdoor community, a stance that resonates with today’s values-driven audience.
The Power of Behind-the-Scenes Storytelling
In the outdoor industry, trust is essential. Consumers, particularly in this space, are keenly aware of issues related to sustainability and ethical practices. They want to support brands that operate transparently and make tangible efforts to reduce their environmental footprint. Branded documentaries that incorporate behind-the-scenes storytelling can effectively showcase a brand’s transparency, offering viewers an honest look into the brand’s operations, challenges, and efforts to make a positive impact.
When brands invite viewers into their production process, they’re not just selling a product—they’re building trust. For instance, brands that highlight their sourcing of sustainable materials, ethical labor practices, or efforts to reduce waste through branded documentaries are able to engage viewers on a level that goes beyond the usual brand messaging. This openness creates a sense of integrity that resonates strongly with consumers who value environmental and social responsibility.
Branded documentaries that embrace behind-the-scenes storytelling help brands build a relationship based on trust and respect. By choosing to show the brand’s journey—including its struggles and imperfections—these documentaries offer a realistic portrayal that audiences appreciate. For the outdoor community, which places a high value on conservation and ethics, this transparency strengthens the bond between the brand and its audience, enhancing loyalty and trust.
Building Lasting Connections through Series Content
Episodic storytelling, in which a brand releases a series of short films or mini-documentaries, has emerged as an effective way for outdoor brands to engage audiences over the long term. In the outdoor industry, brand loyalty often grows slowly, built on shared experiences, values, and moments of connection. By creating a series, brands can keep audiences coming back for more, cultivating a sense of community and shared journey.
An excellent example of this approach is REI’s mini-series on different aspects of the outdoor lifestyle. By breaking their story into episodes, REI can delve into diverse topics—from exploring lesser-known outdoor sports to sharing the stories of underserved communities. Each episode offers a new perspective, creating a compelling narrative that unfolds over time and keeps audiences engaged. This type of episodic storytelling builds an ongoing connection with viewers, helping them feel that they are part of a brand’s evolving story.
For outdoor brands, episodic storytelling isn’t just about producing multiple videos. It’s an opportunity to build a deeper narrative, exploring various aspects of the brand’s mission, community involvement, or environmental efforts. With each new episode, viewers become more invested in the brand’s journey. This approach strengthens loyalty by creating an ongoing dialogue, inviting viewers to explore the brand’s values over time. In doing so, branded documentary series allow outdoor brands to foster a dedicated following that identifies with the brand’s mission on a personal level.
Impact Over Impressions
While traditional ads often rely on simple metrics like views and click-through rates to gauge success, branded documentaries in the outdoor industry require a more nuanced approach. In this space, the impact of a film is often measured not just by the number of views but by the depth of connection it creates with the audience. For outdoor brands, engagement, sentiment, and long-term loyalty are often more meaningful indicators of success than raw view counts.
One of the ways to measure the impact of a branded documentary is through social engagement and feedback. Comments, shares, and viewer responses can reveal how the documentary resonated with the audience. Audience feedback can provide insight into the aspects of the story that viewers found most meaningful, whether it’s a personal connection to the characters or a shared commitment to environmental stewardship. For brands looking to make a genuine impact, audience sentiment offers a much richer understanding of a film’s success than traditional metrics alone.
Surveys, social media interaction, and brand sentiment analysis can also help outdoor brands gauge the success of their documentaries. These metrics reflect the extent to which a branded documentary has influenced audience perceptions and fostered a connection with the brand’s values. The goal is to create content that speaks to the viewer’s lifestyle and beliefs, reinforcing a positive association with the brand that extends well beyond the initial view.
Branded documentaries in the outdoor space aren’t simply about drawing in viewers; they’re about building a foundation of trust, loyalty, and shared purpose. For outdoor brands, these deeper metrics are essential in evaluating the true impact of their films and strengthening relationships with their audience.
Branded Documentaries as a Force for Transformation in the Outdoor Industry
Branded documentaries are changing the way outdoor brands communicate, shifting the focus from traditional advertising to storytelling that resonates on a personal level. By going beyond product promotion to explore purpose, transparency, and community, branded documentaries offer a new path for outdoor brands to build trust and create a meaningful impact. In an industry built on shared values and a passion for the natural world, branded documentaries are uniquely suited to capturing the spirit of adventure and connection that defines outdoor life.
The outdoor industry is full of brands that are already embracing this shift, telling stories that highlight their commitment to conservation, inclusivity, and social responsibility. As these brands continue to produce branded documentaries that align with their values, they’re fostering a community of loyal supporters who see the brand as more than just a company—they see it as a partner in their journey. For outdoor brands ready to embrace this form of storytelling, branded documentaries offer an opportunity to create a legacy of purpose-driven, impactful stories that inspire audiences and strengthen connections.
For brands in the outdoor space looking to create a genuine impact, working with a filmmaker who understands the outdoor ethos and values can make all the difference. A branded documentary is not just a film; it’s a bridge between the brand and the audience, built on shared beliefs and a commitment to making a positive impact. With the right approach, branded documentaries can become a powerful tool for transforming the outdoor industry, shaping it into a space where purpose-driven storytelling leads the way.
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Roo is an Emmy Nominated 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, and 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.