The Challenge
Highlighting Winter Hikes and Gear
Fjällräven is synonymous with outdoor apparel and gear built to withstand cold climates—an ideal focus for a winter campaign. As the holiday shopping season approached, Fjällräven wanted to inspire adventure-seekers by spotlighting scenic hikes and offering practical gear recommendations. The challenge was to blend the brand’s product lineup with compelling travel narratives—without overshadowing the spirit of exploration that captivates GearJunkie’s audience.
Moreover, AllGearDigital planned to roll out content in two phases: starting with five unique hiking locations, then expanding to ten as the campaign evolved. The microsite needed to accommodate growing content—more routes, additional videos, and updated gear highlights—without breaking the design or functionality.
Ensuring Interactivity and Flexibility
Unlike a basic landing page, this microsite had to embrace dynamic user engagement. AllGearDigital and Fjällräven envisioned an immersive map that allowed visitors to zoom in, discover nearby hiking trails, and learn about the gear best suited for each region’s conditions. The site also had to integrate three feature films, with the possibility of adding more footage as the campaign matured.
Given these ambitions, AllGearDigital tapped two specialized teams:
- MN Studio: Webflow Developer, providing end-to-end development, custom code integration, and interactive animations.
- Hybrid Studio: Designer, crafting the visual layout, aesthetic elements, and user experience.
Project Approach
Collaboration Between MN Studio and Hybrid Studio
Hybrid Studio defined the brand-focused design, prioritizing large visuals and intuitive navigation. Once the design architecture was set, MN Studio stepped in to build the microsite in Webflow—adding custom code with JavaScript and GSAP for advanced animations. This setup allowed the campaign to evolve from five to ten locations while keeping the user experience cohesive.
As the Webflow Developer, MN Studio took care of:
- Site Structure & CMS: Ensuring the content for each location, video, and article could be updated quickly.
- Interactive Map Integration: Embedding Mapbox, coordinating markers and location details through custom scripting.
- Animations & Transitions: Leveraging GSAP for smooth, eye-catching effects as users interacted with the site.
Hybrid Studio ensured all these elements stayed true to Fjällräven’s brand guidelines and GearJunkie’s audience expectations, combining technical features with an inviting, exploration-driven layout.
Building the Microsite in Webflow
Webflow served as the backbone for this project, enabling a blend of visual design and custom code. The platform’s CMS structure allowed AllGearDigital to seamlessly add new articles, videos, and gear callouts as the campaign progressed—especially important since additional film content would roll out mid-campaign.
Custom Mapbox Integration
Showcasing Destinations
The microsite’s focal point was a Mapbox-powered interface that highlighted each hiking route with custom pins. Clicking on a pin revealed trail details, nearby highlights, and suggested Fjällräven gear. The initial launch featured five destinations, but as the campaign gained momentum and more content became available, the map expanded to ten.
This approach turned the microsite into a living, evolving guide. As visitors returned, they found fresh trails and new reasons to stay engaged.
Smooth Animations with GSAP
To give the microsite a polished feel, MN Studio used GSAP (GreenSock Animation Platform) for transitions and interactive elements. Subtle effects guided user attention, whether they were scrolling to discover a new trail, hovering over a map pin, or clicking to watch a video. These animations connected each piece of content—from the map to the product carousels—in a cohesive, user-friendly flow.
Feature Films and Brand Storytelling
Bringing Winter Adventures to Life
Central to Fjällräven’s brand identity is real-world exploration, so the microsite featured three short films showcasing adventurers hitting the trail in diverse winter conditions. The videos appeared in sleek pop-up players, allowing users to watch without leaving the page.
Each film served as a micro-story, painting an authentic portrait of winter hiking. Viewers could see Fjällräven jackets, pants, and backpacks in action—reinforcing how the gear performs in various weather and terrain.
Integrating Product Highlights
Instead of pushing products aggressively, the microsite tied gear mentions to each story’s context. For instance, a highlight reel of snowy, high-elevation hikes included a mention of Fjällräven’s insulated jackets. Meanwhile, users exploring forested trails saw suggestions for water-resistant backpacks. This method of weaving products into the narrative made the gear recommendations feel natural and relevant.
Scaling from 5 to 10 Locations
Phased Content Rollout
Early on, the microsite launched with five featured destinations and three films. Users could learn about those routes, watch the videos, and explore the recommended gear. As the season progressed, AllGearDigital introduced five additional trails—complete with updated articles, new video segments, and fresh product suggestions.
Because of Webflow’s CMS-driven approach, this new content was seamlessly integrated. Hybrid Studio and MN Studio collaborated to maintain consistent design elements, while still allowing for unique descriptions and visuals for each additional location.
Sustained User Engagement
By staggering the release schedule, AllGearDigital boosted repeat visits. Social media posts teased upcoming location reveals, prompting curious adventurers to revisit GearJunkie to see which new destinations had been added. This strategy kept the microsite relevant throughout the winter shopping season and resulted in steady traffic, rather than a single spike at launch.
Results and Impact
A Compelling Platform for Fjällräven
Fjällräven benefited from an immersive, interactive campaign that went beyond a typical product showcase. Users were encouraged to imagine their own winter escapades—and, just as importantly, they saw which Fjällräven gear could help them conquer the cold. This approach resonated with the brand’s core audience, who value authenticity and real-world application.
Enhanced Capabilities for AllGearDigital
For AllGearDigital, this collaboration with MN Studio and Hybrid Studio illustrated the power of Webflow for large-scale, content-rich microsites. Even as the project scaled from five to ten locations, the site remained user-friendly, visually engaging, and easy to update. This project further solidified AllGearDigital’s shift toward Webflow-based solutions across their various publications.
Positive Reception on GearJunkie
Featured on GearJunkie, the microsite drew readers eager for winter adventure tips. Metrics like time-on-site and video completion rates indicated strong engagement. Many visitors also clicked through to learn more about Fjällräven products, suggesting that the natural brand integration effectively piqued shopper interest.
Conclusion
By partnering with MN Studio for Webflow development and Hybrid Studio for design, AllGearDigital delivered a dynamic Fjällräven Winter Adventure Microsite—proving that compelling outdoor narratives and brand features can exist harmoniously. From the custom Mapbox integration to the phased content expansion, every element was orchestrated to keep users exploring fresh content while discovering Fjällräven’s winter gear.
This case study stands as another testament to how interactive storytelling and scalable web solutions can transform a standard campaign package into an engaging, constantly evolving online experience. Whether it’s five locations or ten (or more), the site’s modular build ensures each addition feels like a natural extension rather than an afterthought.
As AllGearDigital continues to embrace Webflow for its digital properties, projects like this solidify the platform’s reputation for handling complex, media-rich campaigns at scale. Fjällräven’s collaboration with GearJunkie proved that a well-executed microsite can boost both brand appeal and audience engagement—even in the crowded winter shopping landscape.