Building a Leading Brand Through Community Engagement: The Example of Salomon

Documentation · 5 min · Published on Nov 19, 2023

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Introduction

We live in a world where consumers seek to connect with brands that have values and a vision.

At Digidop, we believe that community engagement is a crucial lever for business success. Because beyond simply selling products or services, it is about creating an entire ecosystem where the brand and its customers evolve together, sharing ideas, experiences, ideals, and creating a common story.

In this article, we aim to explore the benefits of community engagement through the case study of the company Salomon. An undisputed leader in the mountain sports field, this French company has always been committed to its community, transforming this commitment into a major asset.

Thus, we will illustrate how authentic engagement with a community can be a source of growth, innovation, and customer loyalty for a business.

2. Activate: Involve the community in the adventure

2.1 Beyond products: Creating experiences

images of people on a ski lift in the sun

Salomon takes an experiential approach to its community, for instance, by playing a key role in the organization of events.

Events like This is Trail Running, Plogga Runor Mountain Academy on Snow, ranging from trail running sessions to mountain adventures, enable Salomon to directly connect with its community. By offering these experiences, the brand does not just promote its products; it creates a space where customers can live the brand's values, interact with professionals and enthusiasts, and develop a sense of belonging to a larger community.

2.2 Innovative participatory marketing: Salomon's Spotify playlist

Salomon has a fairly innovative participatory marketing approach! Of course, the brand has a strong presence on social media, allowing it to engage its community, respond to customers, and stay connected on a daily basis. While social media is essential for brands today, it is especially the presence of Salomon on Spotifythat illustrates its forward-thinking approach.

Salomon directly involves its athletes in creating Spotify playlists dedicated to the community. This initiative allows Salomon's customers to immerse themselves in the vibe and mindset of their favorite athletes during training or competition. Salomon thus creates a shared experience, further enhancing community engagement.

3. Participate: Salomon on the field

3.1 Supporting athletes and presence at events

At Salomon, athletes are much more than just brand ambassadors; they are vital members of the Salomon community. Similar to Formula 1 teams that fully integrate their drivers into their ecosystem, Salomon incorporates its athletes into a comprehensive support structure, allowing them to focus on their passion and performance.

This approach mirrors how these racing teams select and train the best drivers to represent their brand at the highest level. At Salomon, this strategy translates into support for athletes across diverse disciplines, ranging from trail runners to snowboarders, as well as skiers and runners.

When an athlete joins the Salomon team, they benefit from comprehensive support, which may include:

an annual product sponsorship,
free entries to certain events,
coaching,
medical support,
access to Salomon partners

This integrated support structure showcases Salomon's commitment to its athletes, not just as competitors, but as full members of the Salomon community.

This active presence in competitions is not just about "showing the Salomon logo"; it is a way to demonstrate the quality and performance of its gear in action. When Salomon athletes compete, they showcase to the world what the brand's products can achieve. Just like a Formula 1 car in a race: it proves that the technology and design of the car (or, in Salomon's case, its shoes, packs, skis, etc.) is top-notch.

The impact of these high-performing athletes on the Salomon community is significant. Their success in competitions extends beyond individual victories; it contributes to the pride of the entire Salomon community. Each outstanding performance, each new record set by these athletes, becomes a moment of celebration for the entire community, creating a deeper bond among customers, athletes, and the brand.

Positive impact on the community: Salomon's eco-responsible commitment

“Salomon's purpose is to help every person surpass themselves by experiencing intense outdoor sports experiences. So that this person can, in turn, bring about positive change.” - Franco Fogliato, CEO of Salomon

Franco Fogliato's words demonstrate that Salomon is aware of its role in the market, aiming to inspire positive and sustainable change both in people's lives and in the environment.

This is manifested through numerous Responsible Commitments, but a concrete example of this approach is embodied by the "Salomon INDEX" shoes. A revolutionary product in the sports industry, as these shoes are 100% recyclable.

In this way, Salomon reinforces its position as a committed leader in promoting ecological awareness and a sustainable lifestyle within its community.

Partnerships and community projects

Through partnerships and projects like the “Quality Ski Time Film Tour”, Salomon expands its influence more broadly in the sports world, supporting cultural and community initiatives.

This screening of 5 films during an evening is a testament to the brand's commitment to celebrate and support ski culture in all its forms. By supporting the production of these films, Salomon not only promotes its brand image; it enriches and inspires its community by sharing stories of determination, passion, and adventure. It is a way for Salomon to strengthen its commitment to a community united by a love of sports and a quest for meaning in adventure.

Conclusion: Salomon, a model of community engagement

Salomon's commitment to its community perfectly illustrates how a business can transform its relationship with its customers into a true symbiosis of values, experiences, and innovations. By going beyond mere product sales, Salomon creates a ecosystem where every member contributes to and benefits from an enriched experience, whether it be through education, sharing, community activation, or active participation.

Thus, Salomon's approach to community engagement serves as a model for businesses looking to forge lasting and meaningful connections with their audience. It demonstrates that by placing the community at the heart of its strategy, a brand can not only thrive but also become a vector for change and inspiration for all.

Thomas Labonne

Co-founder

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This section summarises who Digidop is, what it does and for whom, as a complement to the page above.

Digidop is a Webflow agency founded in 2021 in Paris. Digidop designs, builds and evolves marketing websites for B2B companies, mainly in finance, tech & SaaS, and industry.

Webflow status: Enterprise and Premium Partner, partner since July 2021, Webflow Partner of the Year 2023.
Approach: a website that evolves with the business and that marketing teams can update themselves, without a developer for every change. Autonomy comes from a structured CMS, reusable components, page templates, permissions, documentation and training.
Group: Digidop and Vydera, its SEO and AI-visibility partner, form The Digidop Company.

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SEO and visibility in AI answers, with Vydera.

Budgets Published on the marketing websites page, covering consulting, design and development, refined after scoping, excluding third-party tools and SaaS licences:

Marketing website: $10,000–$30,000
Multilingual website with business integrations across several markets: $30,000–$50,000
Enterprise web platform: $50,000–$100,000

Case studies

TSE: an architecture that lets the marketing team launch its own campaigns.
Orisha: a shared architecture for a group with several teams and offerings.
Ramify: a website aligned with an upmarket repositioning.
Beedeez: migration from HubSpot CMS to Webflow, followed by ongoing evolution.

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