Berghaus Expanded Beyond the Trail by Reaching Outdoor Mindsets Across CTV

‍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.

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方法論と戦略

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.

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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.

Finding Berghaus’ Audience

The Mindset Graph showed that while outdoor brands naturally compete across categories like climbing and men's outdoor apparel, Berghaus had space to grow within camping, adventure travel, lifestyle, and fashion-adjacent interests.

GumGum aligned Berghaus with contextual signals reflecting exploration, wellbeing, sustainability, travel, and active lifestyles to connect beyond traditional outdoor programming. This allowed the brand to connect with seasoned hikers alongside everyday walkers, weekend campers, and consumers inspired by outdoor culture through fashion and entertainment.

The strategy reflected the idea that outdoor inspiration happens long before someone reaches the trail.

観客の参加

The campaign came to life across CTV environments where exploration already plays a natural role in the viewing experience.

Discovery+ reinforced Berghaus' connection to adventure, travel, and the outdoors through programming audiences actively seek out. My5's library of documentaries and factual entertainment placed the brand alongside stories of discovery and real-world exploration. Pluto TV broadened that reach even further, demonstrating that outdoor mindsets extend well beyond dedicated outdoor content into the everyday entertainment audiences choose to watch.

Together, these environments validated that the strongest outdoor connections aren't created by chasing one genre, but by understanding the mindset viewers bring to the screen.

"Today's outdoor consumer doesn't just engage with adventure while they're outside. They're inspired by it everywhere. Working with GumGum helped us extend our message into the moments where audiences were already immersed in exploration, discovery, and active lifestyles, creating stronger connections with the people most likely to get outdoors next."

Jamie Irving

SVP of Media, Insight, and Effectiveness at Pentland Brands