From Portland to Cape Kiwanda
PROJECT:
Collaborating with Instagram influencers Tommy Blades (@PNWonderland, @tommyblades) and Andrew Kearns to create a hiking campaign aimed at driving traffic and increasing exposure for SHOES.com.
WHY:
Having previously worked with Tommy and Andrew on outdoor content, we decided to elevate the collaboration by creating a full-day shoot focused on lifestyle hiking content. The objective was to produce a visually striking campaign that would resonate with outdoor enthusiasts and drive traffic to SHOES.com.
CAMPAIGN GOALS:
Increase SDC exposure in the PDX area by 75%.
Develop a strong, lasting relationship with the Danner brand.
Create authentic, lifestyle-driven content for a hiking campaign.
STRATEGY & EXECUTION:
Tommy and Andrew introduced me to a talented group of outdoor photographers and adventurers, including Beth Kellmer, Nick Carnera, Mikayla Dunn, Luke Lozano, Branden Leion, Mallory Santic, Bryan Daughtry, and Jake Chamseddine. Together, we set out to capture a unique and authentic hiking experience. We chose a hidden gem—Cape Kiwanda, near Portland—a location that frequently appears in Andrew’s Instagram feed but is rarely visited by tourists. The goal was to create content that felt both aspirational and real, capturing the spirit of adventure.
Brand Partnerships & Integration:
We secured several strategic brand partnerships to outfit our team and elevate the campaign:
Danner (footwear)
Richer Poorer (socks)
Incase (bags)
The North Face and Marmot (apparel from SHOES.com)
After securing brand approvals, we outfitted the group with footwear, bags, socks, jackets, and unique swag packages, which helped create a cohesive and authentic outdoor narrative.
CONTENT DEVELOPMENT & OUTCOME:
89% Increase in Brand Awareness in the Pacific Northwest (PNW) region.
2.5 Million Social Media Reach, amplifying the campaign across multiple platforms.
Developed a fully integrated content campaign, including assets for the homepage, blog, email marketing, product detail pages, and paid advertising.
Collaborated closely with the graphic team to craft visually compelling content that told the story of our hiking adventure. This content was featured prominently on the homepage, linked to a detailed blog post, and integrated into product pages, email newsletters, and paid ads, driving increased engagement and traffic.
Shoppable Web Content
8:00am: We gathered at one of Portland’s most well-known live music venues and eateries, the Doug Fir, for a proper introduction over coffee and a hearty breakfast. Allie from Richer Poorer arrived with her Danner boots and game face on.
9:30am: A bunch of us piled into a large van while Tommy and co. (accompanied by his dog Evergreen) hitched a ride in the big blue SHOES.com RV.
12:30pm: Arrived at Cape Kiwanda. Took in the views, walked around the beach for a bit and then headed into the Pelican Pub for a quick lunch.
1:30pm: Fueled and ready to go, we grabbed our cameras and bundled up. The weather had started to take a turn. In our weather-appropriate Danner boots and rain-proof outwear, we started our climb up the huge sand-dune mountain. Windy as it was, we were all focused on getting to the point to check out this epic view all the influencers were raving about.
The caramel rust colored sand looked beautiful balanced with the green trees and crashing waves that overtook the side of the Cape as we reached the top point. The group began snapping as our hair blew in the wind–we looked to the left and noticed a large grey cloud approaching. The first-timers (SHOES.com and RP Allie), decided we’d better think about turning back.
After 20 minutes of shooting, we decided to turn back. At that time, the wind had picked up and the rain began to pour.
We made it down the huge dune with a bit of sand in our hair, but feeling refreshed. Luke and Branden had taken off to grab photos on the other side of the Cape.
10:30am: A quick stop at a beautiful creek that led into a waterfall. Epic spot for some shots!
11:00am: Second stop at a quaint store for road snacks.
3:30pm: Jumped back into the van and headed to Cape Point. The weather was still not letting up, but we weren’t going to leave without getting some forest/hiking/fog shots…
5:00pm: We gathered in the SHOES.com RV for snacks, beer and goods: Incase bags filled with a Danner camping mug, RP socks, Incase apple cases and Watson’s shoe care.
6:30pm: Headed back to Portland, said our goodbyes and went home to download, upload, and share our images on our social channels.
Here's a few social shares from the day
