EASTERN MOUNTAIN SPORTS MEME CONTENT SERIES

Role:
Brand Manager at Eastern Mountain Sports

Challenge:
Engage a younger, nature-loving audience on EMS’s social media platforms and grow the brand’s following during a period of limited resources and brand transition

Approach:
I launched a meme-style video series using trending audio and outdoor humor to connect with a younger demographic. This tapped into EMS’s heritage as a historically goofy and irreverent brand, ensuring the content felt both timely and authentic. One standout video, inspired by a Denzel Washington meme, reached more than 150,000 people. By leaning into culturally relevant formats and embracing the brand’s original tone, we created content that was both nostalgic and fresh.

Outcome:
The series led to a notable increase in social engagement and follower growth. It successfully reintroduced EMS to a younger generation while honoring the playful, approachable spirit that longtime fans remembered.