115+ short-form videos, a cinematic documentary, and earned national media coverage, generating 35+ million organic views with zero ad spend.
The brief was clear: make Salomon the brand people think of when they think of trail running in Ontario, not through paid ads, but through authentic content that builds lasting brand association.
Make Salomon the brand connected to trail running in Ontario by showing authentic support and connection to the area.
Leave a lasting footprint as the original brand in Ontario trail running, so it stays in people's minds for years.
Promote Salomon trail running products and generate direct and in-store purchase intent through authentic content.
We designed a campaign around a real athletic challenge, four runners completing a 70K ultra in full winter conditions, then turned the story into content at scale.
01
4 runners completed the Ontario Lion 70K Ultra from Lion's Head to Tobermory in winter conditions, using Salomon equipment throughout.
02
A cinematic film capturing the community, the runners, and Salomon's role in Ontario trail running. Now the top YouTube result for key trail running searches.
03
Authentic, UGC-style Reels published across multiple personal and business channels. Built for the algorithm, optimized for reach.
The brand film drives viewers toward one goal: watch the documentary. The Reels are native to the algorithm, raw, authentic, and built to reach thousands who have never heard of Salomon.
The documentary and content strategy didn't just generate views, they captured search intent across YouTube and Instagram, making Salomon the top result for every relevant query.
Without any paid PR, the story was picked up by leading Canadian running and outdoor media, extending the campaign's reach far beyond social.
National running magazine, Canada's largest running publication.
Leading Canadian outdoor adventure and culture magazine.
Regional outdoor lifestyle publication covering the Bruce Peninsula.
Local press serving the Bruce Peninsula region since 1988.
Every view was organic. No paid promotion, no boosted posts. Just content built for the algorithm, published at volume, and designed to compound.
Salomon is now the brand people find, watch, and follow when they search trail running in Ontario.
"Felix elevated our existing content strategy into something truly dominant. He made Salomon unavoidable for anyone searching trail running in Ontario. The results exceeded anything I expected."
Eric H.
Field Marketing, Salomon Canada
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