Reach Climbing and Fitness
Turning a logistics-heavy Instagram feed into a lifestyle brand people actually want to follow.
three shifts turned the feed into a brand
content build around programs and people
Move logistics to stories.
Safety alerts and hour changes moved off the feed entirely, freeing it for brand storytelling instead of housekeeping.
Lead with community.
Curated shots and reels of staff and members acting in their community roles replace overused photos of the same content.
Design a consistent visual voice.
A consistent look across grid and reels gave the account a personality members could recognize at a glance.
numbers that reflect the shift in the first month
46% increase in total views
113.5% increase in viewers (unique accounts)
107.5% increase in engagement with a 42% increase for every view
46% increase in views from non-followers
Climb Outside Campaign
Members were invited to share photos of themselves and their friends climbing outside through story outreach during the busiest outdoor climbing season of the year. This campaign supported crash pad rentals and gear purchases in store. In turn, Reach becomes the premier rock climbing gym during off season.
Posters with Visual Interest replace AI generated content
Emphasis on Staff
Every month, the staff can look forward to taking pictures and being an integral part of the social creative. Staff is able to see themselves reflected in the brand, and members are able to see the people who support their climbing journeys in the gym. Disposable cameras, in particular, were utilized for the fun and novelty of the process and final look of the shots.
Spotlight on Women in Climbing
In the climbing community, women have typically been underrepresented, but according to page analytics, men and women represent half the current viewers equally.
Merch Program Featuring In-House Artists
social media
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branding
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marketing
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social media · branding · marketing ·