How does an outdoor gear and apparel retailer stand out in a crowded holiday market?

Rock/Creek (@RockCreek) is an independent retailer offering the very best in outdoor equipment and apparel available through the company’s website and in five retail shops.


  • Increase followers and grow brand awareness in anticipation of a big holiday promotion.


  • 172% increase in followers over prior month.

Keys to success:

  • Create a sense of urgency.
  • Experiment with content.
  • Keep followers engaged.


@RockCreek wanted to rise above the noise around Black Friday and Cyber Monday to drive sales of their Patagonia inventory.


Many e-retailers run sales during Black Friday so@RockCreek wanted to get a head start with some early promotions.

A month prior to Black Friday, @RockCreek used Promoted Accounts to attract new followers interested in activities aligned with their products. For example, @RockCreek targeted people interested in camping, kayaking and rock climbing. Since their upcoming promotion was focused on Patagonia gear, @RockCreek also targeted people with similar interests to those who follow Patagonia.

@RockCreek engaged followers with Promoted Tweets in the timelines of their existing followers to ensure they didn’t miss out on the promotion. To extend their reach, the team also targeted messages to people similar to their followers and likely to be interested in @RockCreek’s content.