The Onyx Climbing social media campaign was a community-focused content project designed to bring climbers into the story of the gym itself. The goal was to make the space feel more open, participatory, and recognisable — allowing members to see themselves reflected in the gym’s online presence.

Rather than highly polished, commercial-style content, the campaign focused on involvement and connection. Climbers were actively invited to take part in the videos, creating a natural sense of ownership and familiarity. The content centred around shared sessions, everyday interactions, and the authentic social energy of the space.

Alongside community-led content, the project also explored the behind-the-scenes side of the gym. This included glimpses into routesetting, wall operations, staff culture, and the daily processes that keep the space running — helping demystify the work behind the scenes and strengthen trust between the gym and its members.

The campaign was delivered across Instagram, with a focus on consistency, audience participation, and organic community growth.

Over the course of the project, the campaign achieved:

5 videos
‍20,417 total views
85% increase on views per video
29% increase on engagement

‍Beyond metrics, the campaign strengthened the relationship between Onyx Climbing and its community — positioning the wall as a shared space shaped by the climbers who use it, not just the brand that runs it.‍