Following London-based ad agency FreshBritain’s extensive rebranding project for the many business operations under survivalist and TV show host Bear Grylls’s name, Cheshire-based strategic marketing agency Outpost translated Bear Grylls’s brand values—inspire, educate and equip—into a digital strategy that united each of these operations as a family under one digital umbrella. But with more than 7 million followers worldwide and a huge target demographic, ranging from people aged 16 to 55, Outpost realized that the site would have to appeal to all with an engaging, immersive manner. The solution? Bring visitors on a digital adventure, living up to Bear Grylls’s new brand vision and embodying its values. Through state-of-the-art interactive functionality, thought-provoking imagery and an emotive narrative, the strategic marketing agency was able to emotionalize an outdoor excursion with Bear Grylls acting as a guide. For the site’s main navigation, Outpost designed and built a drop-down menu and an interactive map that works on all devices, be it desktop, mobile or tablet. A subnavigation for the Bear Grylls chronology page enables fans to easily navigate the decades of his life and explore his rich history. These interactions encourage the feelings of adventure and fun that defines the Bear Grylls brand.
The site coincided with a launch campaign, also created by Outpost, that aimed to connect all those who love action and extraordinary exploits. Called #TheAdventurers, the campaign invited social media users to celebrate their achievements with the Bear Grylls brand by posting user-generated content to the website’s social wall. The brand engages a community of like-minded individuals and encourages them share their stories across Facebook, Instagram and Twitter. The site has garnered awards from Awwwards, CSS Design Awards and the FWA.