social media campaign
Named best social media campaign by

National Ski Area Association


Big snow was piling up in January 2017, and with no sight of it slowing down, it was clear a need to capitalize on this historic series of storms to solidify Squaw Valley Alpine Meadows, and California, as a winter sports destination experiencing a record-breaking season. 


  • Created an integrated marketing campaign that utilized all marketing channels: social media, website, CRM/email, public relations, digital signage at the resort and app

  • Content strategy focused on on finding ordinary objects buried under snow to better tell the story

  • Collected, curated and shared user generated content to tell the story through the traveler’s perspective, which encouraged others to share their experience

  • Utilized influencers to spread the #januBURIED message to increase social media impressions and extend beyond our brand reach


  • Generated more buzz and engagement in the month of January with #januBURIED campaign than endemic competitors produced all season

  • Over 5K pieces of content were shared using #januBURIED

  • 16.6M impressions generated

  • 168K total social engagements on Instagram & Twitter

By branding California’s significant snowfall during the snowiest month on record, the resort generated national buzz, awareness and established the brand as a winter destination that regularly sees big storms producing unparalleled snow accumulation