With its subscription AllTrails Plus, AllTrails faced a simple question: how to become part of outdoor enthusiasts' preparation habits beyond simply downloading the app?
The challenge wasn't just to gain visibility, but to concretely demonstrate the value of the service through the real-world uses of a community seeking inspiration, itineraries, and advice.
We launched AllTrails' first ambassador campaign in France around On the way Mathilde, a profile at the crossroads of urban and outdoor worlds.
Three-month content program to anchor the brand's presence over time and illustrate different uses of the application.
Monthly production of publications, stories, and newsletter integrations to support the community before, during, and after its releases.
Creating a dedicated promotional code in order to convert engagement into subscriptions for AllTrails Plus.
Highlighting concrete features through the ambassador's experience, from planning the itineraries to using the application in the field.
Leaning on a content creator close to her community, AllTrails gave its subscription a more convincing demonstration of use than a simple product statement.
