Case Study Details
Osprey
Helping People Discover Osprey Through Everyday Product Use Our partnership with Osprey began in May 2024 with a conversation about good products that weren’t getting the market response the team had hoped for. Today, we create content and manage social media accounts, primarily on Instagram, to help more people discover the backpacks and see how they fit into everyday life.
Challenge
May 21, 2024. We still remember that morning.
A message arrived from someone we hadn’t spoken to before. “I’m a marketing manager at Osprey,” he said. We started talking about the store’s sales, its social media activity, and the audiences the team wanted to reach. About an hour later, we had agreed on an initial direction for working together.
The team had confidence in the products, but the store’s market response was falling short of expectations. They wanted more potential customers to notice the backpacks, understand their appeal, and consider buying them.
During that conversation, the marketing manager offered to send us a backpack. It was an unexpected gesture and one reason that morning has stayed with us.
When the bag arrived, we had a chance to use it ourselves and were impressed with the quality. It was a gift from the team, and that firsthand experience gave us a better understanding of the product we would be promoting.
Our recommendation was to show more of that experience in the content: backpacks being packed, carried, and used in settings people could recognize. Different accounts and different situations would give us more ways to introduce the products to potential customers.
That was where the partnership started.
Our Approach
Showing the Backpacks in Everyday Use
We focused on content that placed the backpacks in familiar situations: packing for a trip, heading out for a walk, or carrying a bag through an ordinary day.
These settings gave each video something concrete to show. Someone considering a backpack could see it in use and begin to picture where it might fit into their own routine.
We also varied the setting and the focus. A person planning an outdoor trip may have different priorities from someone choosing an everyday bag. Those differences gave us room to create a range of content, with each video showing another side of how the products could be used.
Reaching More People Through Multiple Accounts
Instagram became the main focus of our social media work. We created and distributed content across multiple accounts, giving the backpacks more opportunities to appear in people’s feeds.
The thinking was straightforward. You might see a backpack once and scroll past it. See it again in a setting that interests you, and you might take a closer look.
That won’t happen for everyone, and seeing a post doesn’t necessarily lead to a purchase. But it can create another opportunity for someone to discover the product or remember it when they need a bag.
Our job was to make those appearances relevant. Different scenes, models, and product angles gave us more to work with than repeating the same message across every account.
Giving More of the Range a Place in the Content
As the work developed, we also saw opportunities to feature more of the product range.
One video might focus on a particular backpack, while other posts introduced different models and uses. Someone drawn to one bag could then explore other options from the brand.
This helped us build content around different needs and occasions. The first backpack a person notices may only be the starting point, so we wanted the content to give them more to explore.
Continuing Beyond a Batch of Videos
Content creation and account management remained connected throughout the work. We prepared material, handled its distribution, and kept the accounts active.
The work didn’t stop when a batch of videos was delivered. We continued developing content around different settings and products, keeping production and publishing moving together.
That ongoing involvement remains a central part of our work with Osprey.
Result
During the back-to-school season, the store involved in the project recorded approximately 8 times the sales revenue it recorded during the previous year’s back-to-school season.
That figure reflects the individual store’s overall year-over-year performance. Our work has been part of that progress, alongside their products, their team, and the other work happening across the business. We wouldn’t put the whole result down to our social media activity.
By September 2026, we had been working together for more than two years. It has been good to see the relationship continue, with content creation and social media management still part of the client’s plans.
We’re also talking about LinkedIn and Reddit. We’re still working out those plans—what to share, who we want to reach, and what would make sense for each platform. In the meantime, our existing content and account management work continues.
There’s a responsibility that comes with a client choosing to stay with you. We want them to see where their budget goes, what our team is doing, and how that work supports the store.
We remember how the partnership began, but we also know we have to keep earning it. More than two years after that first conversation, we’re still working together and discussing what comes next.
