Case Study: "The More You Snow" – Award-Winning Social Media Campaign
- Abigail Allen
- Sep 16
- 3 min read
Updated: Sep 19
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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