The best copy was already written

Instead of writing taglines, we collected 1,200 trail notes from customers — scribbled on maps, receipts and tent bags — and built the launch around them.

From notebook to newsletter

Notes became out-of-home posters, Instagram carousels and a weekly email that readers actually reply to. Paid spend dropped while organic reach tripled.

The campaign drove a 3.2× return on ad spend and the email list doubled in eight weeks.