#1 Most viewed post on Trail's organic channels
Trail looked to expand its D2C footprint, putting the brand on the map and positioning itself as the first choice for outdoor leisure.
Our task was to:
+ Help Trail break out of marketplace dependency and grow its D2C footprint
+ Take influencer & social off the team’s plate, so they don’t have to find the time
+ Launch & scale influencer activity as a core part of Trail’s 2026 strategy
+ Deliver a high-impact campaign that works within a sensible budget
+ Integrate seamlessly with the Trail team and existing PR activity
The campaign was built around a simple creative platform: real outdoor adventurers putting Trail products to the test in real-world settings.
We created “Trail: Tried, Tested, Trusted”—a phased influencer strategy built around three stages: try it, prove it and scale it.
Rather than asking every creator to deliver the same story, we matched different people, audiences and products to distinct outdoor experiences.
Josh Beaumont demonstrated the ease and functionality of Trail’s stand-up paddleboard and coolbox, delivering the campaign’s largest awareness moment. Soft Girls Who Hike showed how quickly the Hartland tent could be set up, creating an inclusive, community-focused story. Chloe Runciman brought the family camping proposition to life with the Brazen tent, beach trolley and picnic rug.
Josef completed the picture with “24 Hours with Trail”—UGC showing how Trail could supply an entire camping checklist, from sleeping and cooking equipment to furniture and backpacks. Securing unlimited usage rights transformed the partnership into a flexible content library for Trail’s wider marketing activity.
Together, the partnerships combined reach, relevance and reusable content—while turning successful collaborators into genuine brand advocates who continued featuring Trail beyond the campaign.
#1 Most Viewed Post on Trail’s Organic Channels
318K Views
67.5K Reach
£35.9K Estimated Media Value
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