Transforming Wiggle’s social & content strategy to match their new brand identity and achieve long-term growth


We kicked things off with several group workshops with the client’s in-house team, talking through their new brand and what they want to achieve on social. These were a mix of on-site and in-office meetings to get a real understanding of what they currently do and why they’ve decided to change it up; what’s working and what’s not?


The previous strategy wasn’t working despite there being a huge global demand for their products, information and lifestyle. Who were the other companies in their direct and in-direct market space and how were they finding success? We highlighted potential direct competitors, providing a thorough report on how they were finding success. Beyond companies in the outdoors space, we looked at other successful pages across social and how their wins could be translated to Wiggle and implemented by the team

Playbooks and platform-by-platform social strategy

The information gathered from the workshops and competitor analysis allowed us to build a strategy that would change the face of their social media accounts. It focused on engaging with and being part of an already hyper-engaged outdoors community as well as creating content specifically for them, to think and create from the mindset of their audience. The Instagram, TikTok and YouTube playbooks we created for Wiggle had platform-specific best practices and instructions to increase valued engagements, and ultimately growth


The Wiggle team saw extraordinary results from the social playbooks and content strategy in the first six months since the rebrand. In an incredibly short time, the they have developed a distinct tone of voice that runs their content ideas and post copy. Successful strands have been created and the focus has moved from filming indoors to getting out in the elements and showing products in action. Outdoors people now come to the page to learn of new tips, tricks and products and stay for the outgoing brand personality

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