Gnara – Strategic Content & Social Growth Framework

Gnara is an outdoor apparel brand known for its innovative Go Free™ leggings with GoFly® zipper technology. The brand focuses on inclusivity, empowerment, and sustainability, aiming to make outdoor experiences more comfortable and accessible for everyone.

Gnara wanted to move beyond being seen as a niche product innovation and reposition itself as a purpose-driven outdoor brand with cultural relevance and emotional resonance. The task was to build a scalable content and social growth framework that could increase awareness, engagement, and loyalty.

The new framework was rolled out through a multi-channel social campaign, blending user-generated content, influencer activations, and branded storytelling. The launch balanced entertainment (e.g. GRWM TikTok trends), education (feature explainers), and conversational content (founder Q&As, behind-the-scenes).

• Strategic Messaging: Refined the brand voice around empowerment, inclusivity, and sustainability, positioning Gnara as a symbol of freedom for every body.

• Content Pillars: Built a framework across four pillars — Conversational, Educational, Promotional, and Entertainment — mapped to the customer journey (awareness to loyalty).

• Calendar & Distribution: Developed a structured content calendar across Instagram, TikTok, and influencer partnerships, with performance-optimized captions.

• Influencer Strategy: Recommended micro-influencers in outdoor and wellness spaces, leveraging GRWM reels, founder stories, behind-the-scenes content, and giveaways.

• Performance Tactics: Applied STEPPS principles (Social Currency, Triggers, Emotion, Public, Practical Value, Stories) and persuasive captioning techniques to drive engagement and conversion.

• Stronger Brand Positioning: Elevated Gnara from product innovation to a values-driven outdoor lifestyle brand.

• Content Framework in Action: Delivered clear, scalable pillars for consistent storytelling across the customer journey.

• Engagement & Growth: Boosted credibility and reach through micro-influencer partnerships and performance-driven content, setting the foundation for long-term community growth.