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Rab Equipment Social Media Management

Updated: Jul 11, 2022

I just wanted to start a thread of some of my favourite content I created whilst I was the social media coordinator at Rab, an outdoor clothing and equipment manufacturer in Derbyshire, England, UK.


I was in charge of all things social media, from campaign frameworks through to paid advertising strategy, creative and spend.


Here is just a scrolling showcase of posts I created whilst working there:


Stopmotion flatlay video:


The composition, the copy, the music and the editing was all done by me. The images were taken under my direction by the in-house photograher.



Part of a video series we had shot by Fat Free Media, I took the footage and repurposed it into my own "Weather Crafted" shorts. This allowed me to use the content in another way (getting more from the pillar content) and also make use of the highly performing Reels on Instagram:



This next video was edited by myself using Adobe Premier Pro from raw footage shot for us with no end use. I never like seeing content being unused or underused, so I edited together a variety of shorts to showcase the new launch of Rab's Vapour-Rise jacket. I edited footage, added in sound effects and also added the (royalty-free) music. I also wrote the copy and executed the campaign this was part of.


A very simple content creation idea here. I merely reached out to our ambassadors and athletes for any 'cool' footage I could use to create some short Reels. Using an animation template, I created a "Masters of Insulation" overlay that went out on all videos of this style. Again, copy was mine - just kept short and sweet to credit the ambassador.



In this next video, Rab were venturing into more environmentally friendly products, and my colleague (Maddie) was doing some cool artwork directly on top of this jacket. I requested the illustrations in digital format so I could make this neat little animation, in which I added sounds effects and music to make it more engaging. This went out under my #SustainablePerformance campaign.


When Covid-19 struck, it's safe to say social media boomed as the world was on lockdown. I had an idea for a #RabAtHome competition to give our community something to do whilst the restrictions were in place. Between myself and my former boss (Steve), we created this flatlay competition. I took many of the entries to create this little video to help spread the word and get more entries. The winner (Phillip Klein) did so well, his video (see below) ended up absolutely viral, getting 70+ million views across platforms and featuring on the news worldwide. We also brought Phillip Klein in as an ambassador and then athlete for Rab, all off the back of this competition!






This video was by the talented folk of Fat Free Media and it was my job to support the execution of the campaign (oh and I get to be present when they were shooting to get my requests in 👌). I gave them an edit list so I could execute as a singular campaign on social media, but also use the content to fit in with my wider content strategy. On reflection, the copy was a bit wordy, but it also had a lot on information to be shared with it. It was a great project to work on.


Another one of my videos here. I took the existing style created from static artwork and attempted to bring it alive. I simply added in some call-to-actions, animated the text, and gave the jacket a bit of movement.


This was one of my favourite videos to make. Why? Because I conceptualised it, storyboarded it, booked the videographer, directed the shoot, managed the editor for the final videos, wrote the copy, and then executed the videos within my seasonal campaign framework! I was super proud of these. The only thing I would do differently now, is make them as Reels too (limited budget).




And finally, an athlete sent over some drone footage (Greg Boswell) and asked if I wanted to use it. Of course I did! So I edited up into my #WeatherCrafted style and created this Reel.




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