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Kathmandu’s Litehaul 38L is the perfect little pack, for any little adventure.
But in New Zealand ‘any little adventure’ could mean anything from a picnic at the beach to a three-day back-country hike. We needed a campaign that would reach every weekend warrior and amateur explorer in country.
We knew we were targeting a diverse group of people, with an even more diverse set of expectations for a hiking pack, so to reach them, we teamed up with an equally diverse range of travel & adventure influencers, each with their own unique mindset, style, and audience.
Social Influencer Content
Instagram followers are used to seeing aspirational snaps of others’ adventures, but they don’t often get to see behind the scenes. So, to create a consistent visual theme across the content we asked our influencers to feature the packing process – the part of the adventure where every pack is truly put to the test.