Arc’teryx: Dudes Get Their First Rain Jackets

When outdoor apparel brand Arc’teryx encouraged TikTokers to take showers in their ultra-waterproof jackets, they didn’t just go viral – they tapped into a fundamental principle of effective marketing. By aligning their brand’s strength (waterproof technology) with a fun, shareable challenge, they created a marketing campaign as unstoppable as water off a duck’s back.

OBJECTIVES

• Increase brand awareness: The primary goal was to make the Arc’teryx brand more visible and memorable, particularly among a younger, digital-savvy audience.
• Highlight product benefits: The video focuses on demonstrating the core functionality of their jackets – their exceptional waterproof capabilities – in a clear and compelling way.
• Encourage user-generated content: By making the video easily replicable and shareable, they encouraged others to participate in the trend, amplifying the campaign’s reach organically.

THE HOOK

• Visual Hook: The video starts with a simple yet visually arresting image: a person fully clothed, including a face mask, standing in a shower stall. This immediately sparks curiosity and prompts the viewer to question what’s going on.
• Text Overlay: The superimposed text “Waterproof head to toe” provides context and heightens the intrigue. It implies a claim that the clothing is impervious to water, setting up the expectation of a demonstration.
• Unexpected Juxtaposition: The sight of someone fully dressed in outdoor gear inside a shower is inherently unexpected and creates a sense of anticipation.

WHY IT WORKS

• Simplicity and Clarity: The video is concise and gets straight to the point, focusing solely on the waterproof demonstration.
• Visual Storytelling: The visual element carries the message effectively. No complicated narration is needed—the action speaks for itself.
• Relatability and Humour: While showcasing a technical feature, the video has a lighthearted and relatable tone, making it engaging and shareable.
• Trend-Driven Content: By capitalising on the popularity of shower routines and challenge videos on TikTok, Arc’teryx ensured their content aligned with the platform’s user behaviour and algorithm.

TAKEAWAYS

• Don’t underestimate the power of a simple demonstration. Sometimes, the most straightforward approach is the most effective.
• Leverage trends and challenges to increase engagement. Participate in existing trends or create your own that align with your brand.
• Think visually and aim for shareability. In the fast-paced world of social media, videos that are easy to understand and visually captivating are more likely to be shared.

KEY ELEMENTS

• Introduction (hook): A person fully clothed in outdoor wear, including a face mask, stands in a running shower. Text overlay reads, “Waterproof head to toe.”
• Problem statement (Implied): Getting wet and uncomfortable in the rain is undesirable.
• Solution (product/service): Arc’teryx jackets offer superior waterproof protection.
• Benefits and features: The video demonstrates the jacket’s ability to repel water and keep the wearer dry.
• Call to action (CTA – Implied): The video implicitly encourages viewers to consider Arc’teryx for their waterproof needs and participate in the challenge.

Video Frameworks:

This video primarily leverages the following frameworks:

• Product Demo: The core of the video is a visual demonstration of the product’s key feature (waterproofness).
• Problem-Agitate-Solution (PAS): While implied, the video suggests a problem (getting wet), subtly agitates this concern (discomfort), and presents a solution (Arc’teryx jackets).