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Case Study: "The More You Snow" – Award-Winning Social Media Campaign

  • Abigail Allen
  • Sep 16
  • 3 min read

Updated: Sep 19

Check out our highlight video from the NSAA Best Use of Social Media Campaign.

Client: Crotched Mountain Ski & Ride

Recognition: Winner, Best Use of Social Media, 2023 NSAA Marketing Awards

Campaign Duration: December 2022 - March 2023

Budget: Low-cost internal production


At a Glance

  • Industry: Outdoor Recreation / Ski Area

  • Campaign Type: Social Media Marketing & Reputation Management

  • Approach: Authentic storytelling + staff-driven video content

  • Impact: Flipped negative sentiment, boosted engagement, energized staff morale, and earned national recognition

  • Relevance for Small Businesses: Creativity and authenticity can outperform big budgets


The Reputation Challenge: Negative Social Media Chatter

When early-season operations at Crotched Mountain sparked a wave of negative chatter online, the team faced a tough reality: inaccurate guest perceptions were spreading, staff morale was slipping, and the brand’s reputation was on the line.


Strategy & Action

Instead of sharing just another know before you go campaign, we took a creative leap. Enter “The More You Snow,” a playful semi-weekly video series inspired by the nostalgic The More You Know PSAs.


By blending education with entertainment, the campaign featured real staff (like Trevor, the terrain park manager) sharing behind-the-scenes snowmaking and operations in approachable, humorous short videos. It was equal parts transparency, creativity, and community connection.


Key Tactical Elements:

  • Worked collaboratively with the Crotched team to identify the most misunderstood operational aspects

  • Featured recognizable team members as authentic spokespersons

  • Created short, engaging videos (60-90 seconds) explaining snowmaking, operations, and mountain happenings in an approachable, humorous way

  • Maintained consistent weekly posting schedule throughout the season

  • Used the recognizable PSA format with Crotched Mountain's space theme integration


Campaign Results: Engagement, Sentiment, and Recognition

  • Negative chatter flipped into positive engagement.

  • Guests praised the resort team’s transparency and dedication.

  • Staff morale lifted as employees became visible brand ambassadors.

  • The campaign earned Best Use of Social Media at the 2023 NSAA Marketing Awards.


Impact & Long-Term Value

The More You Snow became more than a seasonal campaign — it sparked a culture shift. By empowering frontline staff as authentic storytellers, Crotched Mountain built deeper trust with its audience while creating a sustainable framework for future content.


The long-term impact goes beyond one season:

  • A content model that can be repeated affordably year after year.

  • Community goodwill restored through authentic storytelling.

  • Employee pride turned into a marketing superpower.

  • A shining example of how low-cost creativity can deliver award-winning results.


Why This Matters for Small Businesses

This campaign proves you don’t need a massive budget to make a massive impact. With creativity, authenticity, and consistency, even the smallest businesses can:

  • Reframe negative feedback into positive conversation.

  • Build trust by showcasing the people behind the brand.

  • Use storytelling to turn everyday operations into engaging marketing.

  • Compete with — and even outperform — larger competitors.

👉 Whether you’re running a restaurant, boutique, or local service business, the same principles apply: authentic voices, smart strategy, and creative content spark growth.


Key Takeaways

For Marketing Professionals

  • Authentic staff voices often resonate more than polished corporate messaging.

  • Educational content counters misinformation while building trust.

  • Low-budget creativity can outperform high-cost production when strategically applied.

For Business Leaders

  • Empowering employees to represent your brand strengthens both culture and customer loyalty.

  • Transparency reduces complaints and builds long-term trust.

  • Creative problem-solving delivers ROI beyond ad spend.

For Organizational Leaders

  • Front-line staff hold expertise that audiences crave.

  • Collaboration between departments amplifies campaign success.

  • Recognition programs encourage continued innovation and pride.


The More You Snow shows how strategic storytelling, authentic voices, and a touch of creativity can turn a challenge into an award-winning success story — for ski resorts, small businesses, and beyond.

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