Helly Hansen

Shaping how an outdoor brand 
tells stories on social 
and YouTube

Over the course of a year, I helped Helly Hansen strengthen its global social presence and create a more consistent approach to content across markets. The role spanned strategy, content guidelines, campaign development and YouTube, from optimising existing assets to developing new formats and working with creators as production partners.

Global Social Strategy

Built Helly Hansen's first global social strategy and content guidelines, creating a shared framework for markets publishing to the global account. The work established greater consistency across content selection and quality, captions, and publishing, while helping close the gap between markets with different levels of social expertise.

Social Campaigns

Developed social extensions for the brand's major FW and SS campaigns by finding new stories in existing campaign footage and adapting them for social-first storytelling. I also developed more bespoke social activations, including work around International Ski Patrol Day, an initiative created by Helly Hansen.

  • Content Guidelines

    Shared framework for all teams publishing on the global account to develop content more consistent and social-first content.

  • FW'22 Social Extension

    A new narrative with existing brand assets, following ski patroller and her colleague, Jake the Dog. 26K oragnic views.

  • International Ski Patrol Day

    A social-first activation spanning four videos and a UGC Instagram story. 350K organic impressions and 90K+ organic views.

YouTube-First Storytelling

Reworked how Helly Hansen approached YouTube, moving beyond using the channel as a repository for brand content. I optimised existing assets, developed new programming and created three YouTube-first formats that generated 100K+ views, working with creators as production partners to turn existing footage into new stories.

  • New Format: Explainer

    Leveraged archive footage to build an editorial story to support Helly Hansen’s partnership with Hahnenkamm.

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  • New Format: Ambassador Profile

    Existing footage and new interviews document ski patrollers’ day, bringing a human perspective to Helly Hansen's mountain expertise.

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  • New Format: Creator-Led

    A science-focused story about Pip Hare and the psychological impact of sailing alone, told in the creator’s style.

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  • Optimised Programming

    Optimised existing and new assets, including refreshed titles, thumbnails, descriptions and tags.

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  • Optimised Programming

    Optimised existing and new assets, including refreshed titles, thumbnails, descriptions and tags.

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  • Optimised Programming

    Optimised existing and new assets including refreshed titles, thumbnails, descriptions and tags.

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