When Larry Adler Ski and Outdoor, one of Australia's most trusted outdoor retailers, secured the premium ski and snowboard clothing brand Norrøna, they approached us to help announce the new line. To make the launch a success, we knew we wanted to do more than just tell people about the gear; we wanted to design and execute a multi-channel marketing campaign that would drive sales, build a loyal following, and enrich their customer data for future personalisation.
Challenge
The team at Larry Adler had a clear mission: announce to their client base and the broader Australian ski market that Norrøna was finally available in-store and online. We needed to position the brand perfectly, explaining exactly why it deserved a spot on every skier's shopping list, while driving tangible sales.
But we didn't want to stop at a simple announcement. Our second objective was to craft a communication strategy and a compelling call to action that would genuinely engage the target audience. The client was eager to grow their online followers and boost social engagement. Finally, we needed to use this campaign as an engine to gather rich data sets, powering future marketing initiatives to make them far more personal and relevant.
Solution
To smash these objectives, we recommended a digital marketing strategy built around an engaging online competition, using Dotdigital as the core technology. This approach leveraged Dotdigital’s CXDP platform to craft a seamless, multi-channel customer experience across email, the website, sign-up forms, and social media.
Here is exactly how we brought the campaign to life:
Smart integrations
We integrated Dotdigital with their Shopify instance to capture rich customer order insights and behavioural data. We also integrated it with Facebook to allow a two-way sync of data for highly effective retargeting.
Automated customer journeys:
We built a dedicated sign-up form to capture competition entrants. Once submitted, users were dropped into a multi-node program. This triggered a confirmation email to all entrants, a welcome email to new subscribers, and segmented data for personalised follow-up emails.
Targeted campaigns
We sent a launch email to the entire database to kick things off. Simultaneously, we initiated a Meta Ads campaign, cleverly using a Facebook audience node to exclude people from the ads once they had already entered the competition.
Consistent branding
We updated the Larry Adler website homepage to align perfectly with the competition details and the fresh Norrøna branding.
Social media rollout
We deployed a series of organic social posts across Facebook, Instagram, and LinkedIn to keep the momentum going.
Platforms
Results
By using enriched customer data, we ensured we were sending highly personalised emails to specific segments. The numbers speak for themselves:
Competition emails saw an 82% increase in unique clicks compared to the account's 2025 average.
The triggered confirmation email achieved a massive 60.81% open rate and a 10.39% unique click rate.
99.26% of emails delivered and zero ISP complaints - proving the value of using clean, engaged data.
With 900 entrants (mostly brand-new sign-ups), we crushed the goal of 400 to 500 entries.
Followers lifted 11.5% on Facebook and 37.4% on Instagram.
Most importantly, Norrøna sales both online and in-store smashed expectations for the season.
"Launching a global brand like Norrøna requires an agency that understands the intersection of high-end branding and technical performance. webqem proved to be the ideal partner, working alongside Larry Adler Ski and Outdoor to deliver a sophisticated digital rollout. Their ability to manage complex content streams—blogs, socials, and EDMs—while maintaining absolute brand integrity was impressive. We are thrilled with the initial trajectory of the brand under their digital stewardship."
Neil Hawker, CEO Alpine Supply (Norrøna ANZ)
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