Título
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Challenges
For Berghaus, opportunities to connect with adventure seekers extends beyond reaching experienced hikers and outdoor enthusiasts.
The brand wanted to connect with everyone inspired by spending time outdoors, from seasoned climbers and campers to weekend walkers, everyday explorers, and a new generation discovering the brand through culture and fashion.
Rather than limiting messaging to traditional outdoor content, Berghaus needed a strategy that reflected how people actually think about adventure. Whether audiences were planning their next trip, watching stories of exploration, or simply looking for inspiration to get outside, the goal was to show up while those outdoor mindsets were already active.
Metodología y estrategia
Berghus, partnered with Mediacom Manchester, tapped into GumGum’s Mindset Graph™, to analyze how consumers engaged with outdoor-related passions across content and contextual signals.
Rather than treating outdoor enthusiasts as a single audience, the Mindset Graph™ uncovered the different motivations that bring people outside. Competitive analysis revealed an opportunity for Berghaus to differentiate itself by owning moments of accessible adventure, where camping, travel, wellbeing, and everyday exploration intersect, instead of competing solely in highly technical outdoor conversations.
This insight shaped a CTV strategy designed to reach consumers across the broader mindset of exploration, connecting with viewers when they were already thinking about discovery, active living, and their next adventure.
Performance
The campaign validated the original Mindset Graph™ strategy by proving that outdoor audiences can be reached across a much broader range of viewing experiences than traditional outdoor programming alone.
Adventure Travel, Camping, Lifestyle, Climbing, Wellness, and Sports emerged among the strongest contextual environments, closely reflecting the opportunities identified during the planning process. Combined with strong alignment across Discovery+, My5, and Pluto TV, the campaign demonstrated that Berghaus could authentically connect with consumers through the mindset of exploration, wherever that inspiration appeared.
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