Hubbards’ campaign for ‘Outward Bound’ range of mueslis scores success online via Hunter

Hubbards has had a strong association with Outward Bound for over 20 years. For each pack off Outward Bound sold, Hubbards donates 50 cents to the adventure school.

Over the past two decades, Hubbards has donated more than 3.2 tonnes of muesli and $2 million from sales of their popular Outward Bound cereal to the The Outward Bound Trust of New Zealand.

To launch its new ‘Outward Bound’ range of mueslis Hubbards engaged creative agency Hunter to produce a campaign that captured the spirit of Outward Bound.

Hunter’s campaign for Hubbards and Outward Bound inspired New Zealander’s to share their own ‘Outward Bound’ moments, whether it be a scenic drive in the park, scaling a mountain, biking with the kids or an early morning paddle board.

Using the #myoutwardbound people were encouraged to post a photo or video on Instagram for fame, recognition and the chance to win one of four Outward Bound adventure courses. Hunter worked with renowned photographer Matt Queree to create stunning images of New Zealand and beautiful videos to inspire people to get involved.

Collaborating with Backchat, the social media campaign used Instagram and Facebook plus a microsite enabling people to see their Outward Bound moments in the competition gallery, mapping out the great big playground that is New Zealand.

Partnering with key influencers on the blogging scene helped in making the campaign was the most successful online campaign that Hunter has created for Hubbards to date, achieving:

6,300 user engagement

1.3 million impressions

213,000 video views

156,000 taking action

90% of people engaged through mobile with 10% engaging on desktop

Says Rebecca Bergs, marketing manager for Hubbards: “It was fantastic to receive such a great response and have the ability to generate amazing content from the stunning images that people uploaded on Instagram.”