Keen
Objectives and
Outcome
Goal
KEEN sought to drive awareness, engagement, and purchase intent among outdoor and active-lifestyle enthusiasts, particularly Millennials and Gen Z. The client sought to showcase KEEN footwear in authentic, real-world settings, leveraging both creator-driven storytelling and seasonal promotional strategies.
Solution
AllGear Digital executed a year-round, multi-platform campaign anchored by The Weekender—a creator-led series pairing short-form videos with local itineraries—amplified by custom editorial, holiday promotions, and display media. A Weekender interactive microsite served as a dynamic hub for curated itineraries and shoppable product storytelling, connecting upper-funnel inspiration to lower-funnel consideration. The campaign highlighted KEEN hero styles across Trail Run, Hike, and Water, integrating products into real-world itineraries and creator narratives to drive discovery.
Display Advertising
- Run-of-Network Display Ads
- AllTrails Display Ads
- Co-branded House Promo Ads
Homepage & Footwear Category Takeovers
Newsletter Media
- E-Newsletter Takeovers
- Native E-News Ads
"The Weekender" Content Series
- 10 Social Short Videos
- 3 Custom Articles
- 1 Interactive Microsite
Product Content
- 3 Product Overview Articles
- 3 Reader Giveaways
- Original Photography
Holiday Content
- 1 BF/CM Sale Overview Article
- 1 Weekly Deals Placement
- 1 KEEN Brand-Exclusive Holiday Gift Guide
- 3 Holiday Gift Guide Placements
- 7 Holiday E-Newsletter Takeovers
Outcomes and
Performance
Through authentic creator storytelling, product-focused editorial, and high-impact seasonal activations, KEEN connected meaningfully with its target audience. The campaign exceeded video view goals by over 1.6 million and generated strong engagement across the microsite, giveaways, and newsletters.
