Black Diamond

Black Diamond’s carousel ad: “Buckle up. This is Born from the Climbing Life: Of Legacy and Lineage.”

Running 227 days·Facebook and Instagram·Winner

How it opens

“Buckle up. This is Born from the Climbing Life: Of Legacy and Lineage.”

Angle: Story

Why it works

It builds brand affinity through a story that climbers care about, so it feels like content rather than a sales pitch. The legacy and lineage theme gives the brand authenticity in its own community. The data shows it has run for 184 days and is still active across 8 ads, which suggests the story format holds up over time, though the data doesn't show why.

Who it speaks to: Climbers and outdoor enthusiasts in Europe who identify with climbing culture and follow its athletes.

How it’s built

1. Hook: 'Buckle up.' grabs attention with a short, high-energy line.
2. Title: 'Born from the Climbing Life: Of Legacy and Lineage' names the campaign and sets a heritage theme.
3. Context: The description says it follows Connor's 2025 climbing season, which gives the story a person and a timeframe.
4. CTA: 'Learn more' sends people to the campaign page with its episodes.

What to borrow

• Open with a short, punchy line that promises something worth watching, then name the story.
• Build a campaign around one real person and a clear time frame so the audience has someone to follow.
• Use a series format (episodes) to give people a reason to keep engaging and to keep the creative fresh over months.
• Send the click to a content-led landing page that continues the story, with the shopping offer kept secondary.

Its words

Buckle up. This is Born from the Climbing Life: Of Legacy and Lineage.

Our spring campaign following Connor’s epic 2025 climbing season.

Button: Learn more · Offer: Free Shipping

Where and how long

• First ran 10 Mar 2026; still running.
• Run as 8 ads, 8 of them running now.
• Links to eu.blackdiamondequipment.com.
• Style: Founder, Lifestyle, Carousel.