Jack Wolfskin is a German outdoor pioneer with a great product, but its image has been lacking. Over-distributed and with insufficient brand building for years, the brand held a high print share in media. However, young audiences were not attracted and even made fun of the "teacher" brand. The evolving competition from The North Face and, especially, Patagonia made it even harder for Jack Wolfskin to succeed.

"We live to discover" has marked the start of a new era for Jack Wolfskin and has opened up a whole new angle for the brand. Let's discover the world together.

We live to discover Morocco - 16 creators from around the world who came as strangers and left as friends after a life-changing experience. In just a few hours, we went from emotional tears to tears of joy as we experienced everything from Sahara storms to crystal clear skies.

Our two-week program was created by a local team in Morocco who took us to hidden gems and wonderful places that nobody had ever heard of. The trip allowed us to form a deep connection with the country's culture and enabled us to capture content that no director could have ever created.

This is the most authentic content series the world has ever seen because we documented a real trip and made it our marketing message to the world. Because we all live to discover.

If we want to change the perception of Jack Wolfskin, we need to double down on the audience that may be the hardest to reach but is open to engaging with brands: Gen Z. These are the kids who currently make fun of Jack Wolfskin as "only worn by dads walking dogs in the park."

"We live to discover" is all about creating meaningful moments, not just using random, overused outdoor photography. We want to showcase things that people haven't seen before - culture, people, and stories.

We had to make sure that we build a "content stack" for this campaign: Not just a 45" film, but assets, lots of assets. The plan for #GOBACKPACK was to take over our digital eco-system for three months - with over 300 assets for YouTube, Meta and TikTok. We wanted to learn organic to see what deserves to be pushed by paid.

We live to discover Morocco - 16 creators from around the world who came as strangers and left as friends. The trip allowed enabled us to capture content that no director could have ever created. This allowed us to venture into the "skippable" territory without fear of being swiped away.

The media planning for this campaign was unique. We pre-selected Meta, YouTube, and TikTok, and focused on an organic approach to see what the algorithm favored. We then invested in hero assets and the top-performing content. While our media plan included only three lines, our ad managers utilized a 100x50 matrix of creatives and targeting approaches to ensure we reached our desired audience.

No other brand has executed a campaign like this. We recognize that the algorithm allows us to test content on a massive scale, learn from it, repeat the process, and ultimately reach and win over GenZ.

It's safe to say that Jack Wolfskin is back. We're proud to have climbed the ranks in the GenZ fashion ranking of Textilwirtschaft (by Nielsen, 2022), moving up 9 spots to 15. We've surpassed big names like TNF, Vans and Converse.

Our pioneering spirit and innovative approach to marketing have made us the #1 brand on TikTok, with 3.9M likes compared to TNF's 3.4M. Our community management has transformed us from a "teachers brand" to "teachers gucci" (as a comment put it).

We've seen a positive impact on brand KPIs across all ages, with Consideration for the 18-35 year-olds jumping from 53% to 71%. The percentage of people who choose Jack Wolfskin as first-choice brand has increased from 11% to 18%. Our e-commerce revenue has improved by 21% year-on-year and we've doubled our card registrations.

We're grateful to Morocco and to all the talented individuals who made this journey possible.