@salomonausnz
30-Day Performance & Competitive Intelligence
Reel Views by Post
Likes by Content Type
Engagement Type Mix
Likes Distribution
| # | Post | Date | Type | Views | Likes | Creator | Link |
|---|---|---|---|---|---|---|---|
| 1 | Melbourne West Store Opening | 7 May | Reel Organic | 150,000 | 8,749 | salomonausnz | ↗ Open |
| 2 | sunni.lord — Paid Partnership | 13 May | Reel Paid | 62,400 | 1,563 | sunni.lord | ↗ Open |
| 3 | finninimm — Snow Collab | 20 Apr | Reel Collab | 9,502 | 578 | finninimm | ↗ Open |
| 4 | Highpoint Store 'Coming Soon' | 17 May | Reel Organic | 9,025 | 207 | salomonausnz | ↗ Open |
| 5 | L'ART de L'Automobile Collab | 19 Apr | Reel Collab | 4,938 | 103 | salomonausnz | ↗ Open |
| 6 | Mount Cook Series (loucaspicture) | 17 May | Carousel Collab | — | 200 | loucaspicture | ↗ Open |
| 7 | Outdoor Futures Install | 16 May | Carousel Collab | — | 188 | outdoorfutures | ↗ Open |
| 8 | Outdoor Futures Announcement | 4 May | Carousel Collab | — | 199 | outdoorfutures | ↗ Open |
| 9 | MM6 Maison Margiela Collab | 29 Apr | Carousel Organic | — | 125 | salomonausnz | ↗ Open |
| 10 | ZERO MEANING — Fashion Week DJ | 19 May | Carousel Organic | — | 33 | salomonausnz | ↗ Open |
Event-Led Reels
The Melbourne West store opening drove 150K views and 8,749 likes — the biggest performance in the period by a massive margin. Events carry built-in story, energy, and FOMO. Lean into every upcoming store opening, launch, or brand activation with a well-produced Reel.
Paid Influencer Reels
sunni.lord's paid partnership reel hit 62.4K views — 2nd highest in the period. Paid creator content dramatically outperforms most organic brand content. The algorithm rewards creator-native formats. Budget for 1–2 paid creator reels per month minimum.
Athlete & Adventure Stories
The finninimm snow collab (9.5K views) punched above its weight in engagement rate. Arc'teryx's Routeburn women's record reel proves achievement stories drive high likes. Salomon has world-class athletes in the ANZ market — film them in action.
Serialised / Mini-Series Format
Arc'teryx's Lunch Break series averaged 212K views across 4 episodes. A series conditions the algorithm and trains the audience to come back. Plan a 3–4 part local series — staff, trails, athletes, or behind-the-scenes of operations.
Niche Fashion / Brand Collab Carousels
MM6 Maison Margiela (125 likes), L'ART collab (4.9K views / 103 likes), and ZERO MEANING (33 likes) are the three lowest performers. These fashion crossovers don't connect with the outdoor/sport audience that follows Salomon. If you do these collabs, at minimum convert them to Reels with a strong visual hook.
Announcement-Only Reels (No Hook)
Highpoint 'Coming Soon' hit just 9K views — nearly identical to the snow collab despite being a brand-announcement format with more production. Announcements without emotional story, entertainment value, or a creator voice don't convert to reach. Wrap announcements inside a story.
Static Carousels as the Default Format
All 5 carousels in this period generated zero tracked views (Instagram doesn't show view counts on carousels) and an average of just 149 likes. The algorithm has strongly deprioritised static carousels vs. Reels for reach. Carousels can work for community storytelling and deep engagement with existing followers — but they're not a reach tool. If you want reach, it's Reels.
Competitor Intelligence
Top 5 Reels from @merrellaustralia, @arcteryxausnz, and @on — with content strategy analysis and what each brand is doubling down on.
Merrell AU is a creator-first account. Their #1 reel is a paid influencer unboxing (88.4K views) — more than double their next best post. Three of their top five are from a single House of Darwin collab campaign. They're not producing expensive brand content; they're commissioning creators and adventure lifestyle partners to do the work. The pattern: find a local culture collab, brief a creator, let them run. The brand provides product and brief — the creator provides authenticity and reach.
The Lunch Break series is the playbook. Four of Arc'teryx AUS NZ's top five reels are from a single 4-part docuseries — each episode films a real store staff member doing their outdoor activity on their actual lunch break. Pt 1 (trail running) hit 246K views. The format is hyper-authentic and zero celebrity budget: real people, real places, real 60-minute windows. They launched with a teaser (210K views), then released 3 episodes over 7 days. The series format built algorithm momentum — each post fed the next. Their outlier (Routeburn Classic women's record) confirms that athlete achievement stories with a clear win and emotional hook also break through. Arc'teryx is doubling down on serialised, ground-level local storytelling over polished brand production.
Context first: @on is a global account with global budgets — their Zendaya + Spike Jonze 'Shape of Dreams' campaign is a cinematic short film. This is not a comparable benchmark for ANZ. However, the structural lesson is applicable at any scale: invest in one tentpole moment, then build a sustained content ecosystem around it (teaser → film launch → behind-the-scenes → influencer extensions → campaign long-tail). Every reel in their top 5 is part of the same campaign. The mini Zendaya figurine teaser (9.6M views) went viral through pure novelty — a clever prop, not Hollywood budget. The transferable lesson: a memorable visual moment, even low-cost, can carry a campaign.
| Brand | Dominant Strategy | What They're Doubling Down On | Top Reel Views | Avg Top-5 Views | ANZ Relevance for Salomon |
|---|---|---|---|---|---|
| @merrellaustralia | Paid creator UGC + lifestyle collab campaigns | Independent creator partnerships (elizammcewen); outdoor lifestyle brand collabs (House of Darwin) — letting creators lead, brand follows | 88.4K | 36.4K | High — directly comparable market, similar scale. Their paid creator playbook is immediately replicable. |
| @arcteryxausnz | Serialised local docuseries + athlete achievement | Lunch Break mini-series (real staff, real outdoors, serialised over 7 days). Authentic over polished. Community-first, product-second. | 246K | 184.8K | Very High — Arc'teryx outperforms Salomon AUS NZ 4x on avg Reel views. Their Lunch Break formula is low-budget and directly replicable in Auckland, Melbourne, Sydney stores. |
| @on (Global) | Tentpole cultural campaign + ecosystem rollout | Cinematic brand films with celebrity talent (Zendaya, Spike Jonze) and sustained post-launch ecosystem (extensions, influencer collabs, BTS) | 10.3M | 4.9M | Low (direct) / Medium (structural) — Budget not comparable, but the tentpole + ecosystem content structure is scalable at any level. The mini Zendaya doll moment shows viral novelty beats production spend. |
| @salomonausnz | Mixed: events + paid creators + carousels | Currently: reactive posting without a clear series or campaign structure. The Melbourne West opening proves event-led content works. | 150K | 47.2K | N/A — Own account. Key opportunity: consistent series format + more paid creator budget = significantly higher avg reach. |
What To Do Next
✅ Post More Of This
Melbourne West generated 150K views with zero paid spend. Every store opening, launch, or activation is a content opportunity. Film it, edit it fast, post it same day.
150K VIEWS — ORGANIC TOP PERFORMERsunni.lord hit 62.4K views. The algorithm rewards creator-native content. Brief a creator per month — outdoor, adventure, or lifestyle fit. Don't over-direct them.
62.4K VIEWS — CREATOR-LEDThe Lunch Break series averaged 212K views per episode for Arc'teryx. Build a 4-part Salomon version: staff athletes on their day off, local trails, NZ/AU terrain. Low budget, high authenticity, algorithm gold.
212K AVG VIEWS — Arc'teryx benchmarkSalomon athletes are competing and winning globally. Every race, podium, and record is a story. Film it, talk to them, make it personal. Arc'teryx's Routeburn reel is the template.
75.9K VIEWS — Arc'teryx Routeburn❌ Post Less Of This
MM6 Maison Margiela, L'ART de L'Automobile, ZERO MEANING — all in the bottom 3 posts. The Salomon audience follows for sport and outdoors. Fashion collabs alienate that core and don't bring in a fashion audience at this scale.
AVG 87 LIKES — BOTTOM 3 POSTSHighpoint 'Coming Soon' hit 9K views. Store announcements are brand-important but not algorithmically interesting. Wrap the announcement inside a story — show the build, the team, the excitement — not just a date card.
9K VIEWS — NO STORY HOOKAll 5 carousels averaged 149 likes with no tracked view reach. Carousels are fine for community depth but not for growth. Reels should be the default format for reach; carousels reserved for deep-engagement moments.
AVG 149 LIKES — NO REACHBrand-produced content without a creator face or compelling story hook consistently underperforms paid and collab content by 6–15x. If it doesn't have a person, an event, or a hook in the first 2 seconds — rethink it.
L'ART COLLAB: 4.9K VIEWS — LOWEST REEL
