Euri Park

KEEN Footwear: Live Monumental

Brand Strategy | Community Management | Research & Consumer Insights | Copy

This was the first project I had the pleasure of working on when I started at KEEN. We wanted to drive across the United States, collecting signatures in support of creating five new national monuments using the Antiquities Act of 1906, which allows President Obama to designate them with just a signature. I helped develop a strategy for the campaign to introduce a fun social element, because there is so much (too much!) cause-marketing on the scene right now. The concept of slacktivism by purchasing certain items is getting old and consumers are catching on. Competing on who can get the most sympathy for their CSR cause is not only gross, but an incredibly risky move. Any big news event can easily overshadow a creative concept based solely on, "Help our cause! Please!" We can do better than that, KEEN is better than that, and we can connect with our fans in a better way.

This where Teddy Roosevelt came in. After all, he was the original badass. He had a pet bear, a pet badger, was a respected scholar and an ace boxer. He also was the one who signed the Antiquities Act in, and Live Monumental was possible because of him. We pitched it, the big kahunas loved it, and Teddy came to life! By introducing him in all areas, including KEEN Fest at this year's Outdoor Retailer in Salt Lake City, we had an element of whimsy integrated into the serious and normally dry issue of of conservation. We felt that this also connected with our brand, because while KEEN is quite respected in the outdoor industry, we are also known for being fun, weird Oregonians who do what we want but also care about our planet. 

I also created content for on the road moments and updates, as well as a press kit for partners with suggested posts for their social channels.