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Black Diamond


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Black Diamond


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15 YEARS OF GROWTH

When Black Diamond hired Backbone to handle its public relations in 1998, it wanted two things: To extend Black Diamond beyond its immediate core markets in climbing and skiing, yet at the same time maintain 100% focus on these primary markets. In 15 plus years of working together, BD has grown from an $18MM company focused on climbing and skiing to a publicly traded company surpassing, $150 MM in annual revenue and gaining market share in key core categories of climbing, mountain and ski. Backbone handles all PR and media planning and buying services, connecting the BD community across online and offline channels. By remaining focused and resonating with consumers, Black Diamond has deepened its reach in the vertical channels and extended to a broader audience as an aspirational brand.

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Yeti Coolers


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Yeti Coolers


 
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Backbone Media worked closely with Yeti Coolers, an extremely popular and rapidly growing cooler premium brand, to plan and execute the product launch for its new portable cooler, the Hopper.

within 24 hours of the july 10,2014 official product launch, over

40 milLion

editorial impressions across dozens of key trade and consumer websites. Highlights include:

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Mt Bachelor


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Mt Bachelor


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GROW THE MT. BACHELOR SOCIAL FOLLOWING

PARTNERING WITH OUTDOOR RESEARCH RESULTED IN:

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Black Diamond Powder


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Black Diamond Powder


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SmartWool


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SmartWool


Backbone Media worked closely with the brand and agency partners to create a social platform for SmartWool that leveraged product trial and empowered SmartWool's Facebook fans to become brand advocates through the "Fan Field Tester" program.

Through a consumer-generated catalog called Fanalog, SmartWool fans shared stories, pictures and videos in a uniquely SmartWool way. The aggregated content was then fed into a custom-built 300x250 ad unit served across the web, displaying users' affinity for the brand.

The Fanalog experience and Fan Field tester program drove