Hiking Challenge Turned
Hiking Challenge Turned
Hiking Challenge Turned
Viral Outdoor Brand
Viral Outdoor Brand
Viral Outdoor Brand
DOBY HORY
DOBY HORY
Total followers
37,900+
from 0
Gained across all social media
About The Project
Doby Hory is a hiking challenge brand that turns climbing Slovak peaks into a gamified community adventure.
About The Project
Doby Hory is a hiking challenge brand that turns climbing Slovak peaks into a gamified community adventure.
About The Project
Doby Hory is a hiking challenge brand that turns climbing Slovak peaks into a gamified community adventure.
5M+
People reached
250K+
Website visits
24K
Participants
127K+
Mountains conquered
intro
Doby Hory started as a simple idea: turn Slovak mountains into a game. Hikers had 2–3 months to conquer 6–9 peaks, take a photo on each summit and upload it to the website to earn a custom medal – and help plant trees in the Tatras at the same time.
Doby Hory started as a simple idea: turn Slovak mountains into a game. Hikers had 2–3 months to conquer 6–9 peaks, take a photo on each summit and upload it to the website to earn a custom medal – and help plant trees in the Tatras at the same time.
Doby Hory started as a simple idea: turn Slovak mountains into a game. Hikers had 2–3 months to conquer 6–9 peaks, take a photo on each summit and upload it to the website to earn a custom medal – and help plant trees in the Tatras at the same time.
With zero ad budget and no existing community, the project went viral. In its very first challenge, over 5,000 people joined and generated around €200,000 in revenue in two months. Over the next three years, Doby Hory grew into one of the biggest hiking communities on Slovak social media – built almost entirely on organic content.
With zero ad budget and no existing community, the project went viral. In its very first challenge, over 5,000 people joined and generated around €200,000 in revenue in two months. Over the next three years, Doby Hory grew into one of the biggest hiking communities on Slovak social media – built almost entirely on organic content.
With zero ad budget and no existing community, the project went viral. In its very first challenge, over 5,000 people joined and generated around €200,000 in revenue in two months. Over the next three years, Doby Hory grew into one of the biggest hiking communities on Slovak social media – built almost entirely on organic content.
highlights
services
video shooting
video shooting
video editing
video editing
photography
photography
content creation
content creation
vide ads
vide ads
creative direction
creative direction
social media strategy
social media management
social media management
paid ads
paid ads
branding
branding
brand strategy
brand strategy
PR & media outreach
PR & media outreach
tv / radio / magazines
merch & t-shirt design
+15,900
+22,000
gained followers
gained followers
+15,900
gained followers
+22,000
gained followers
the problem
No brand, no audience, no media budget
When Doby Hory launched, there was:
no existing social media presence,
no email list or community,
no paid ads budget,
and a new product people had never heard of.
The challenge itself was powerful, but without attention, no one would register – and the project would die after the first season.
the strategy
Build a movement, not a campaign
Instead of pushing “tickets” with ads, we positioned Doby Hory as a movement for people who love Slovak mountains and want a reason to get outside.
Key steps:
Brand from scratch – name, visual identity, website, copy, medals and story behind the challenge.
Organic-first social strategy – inspirational photos from Slovak peaks, motivational captions, and clear CTAs to join the challenge.
Community “growth hacks” – personally messaging people to reshare posts, using UGC from participants, featuring their stories and posts, and making every participant feel like part of a tribe.
Simple, viral mechanic – “conquer these peaks in 2–3 months, upload summit photos, get a medal and plant trees.”
Everything was designed so people would want to talk about it, tag friends and share their own progres
community
From 0 followers to one of the biggest hiking communities
From 0 followers to one of the biggest hiking communities
Over a few seasons, purely through organic content, we grew:
Facebook: from 0 to 22,000+ followers
Instagram: from 0 to 15,900+ followers
Reach: more than 5,000,000 people during campaigns
Website traffic: over 250,000 visits
Participants: around 24,000 people registered across all challenges
The feed was driven mainly by strong visuals (mountain photography) and emotional, motivational copy that spoke directly to hikers: overcoming limits, seeing Slovakia differently, and doing something good for nature.
Doby Hory became a media topic on its own – covered by regional tourism boards, lifestyle media and blogs as a fresh way to promote domestic tourism and support reforestation in the Tatras.
The Result
From zero to a €250k+ brand driven by social media
The very first challenge reached 5,000+ participants and generated about €200,000 in revenue in two months.
Over three years, Doby Hory grew into a €250,000+ project in total revenue.
The entire acquisition funnel – awareness, community building and registrations – was powered almost exclusively by organic social media.
For many people, Doby Hory became the hiking challenge in Slovakia – a brand they associated with mountains, medals and planting trees.
Community Content
Community Content
When your audience becomes your media team
When your audience becomes your media team
Doby Hory didn’t just get likes – it took over people’s feeds.
Thousands of hikers tagged us in their stories and posts on Instagram and Facebook, and tens of thousands of photos appeared under the #DobyHory hashtag. On YouTube, hundreds of user-made videos documented people conquering the peaks, unboxing medals and sharing their experiences.
Doby Hory didn’t just get likes – it took over people’s feeds.
Thousands of hikers tagged us in their stories and posts on Instagram and Facebook, and tens of thousands of photos appeared under the #DobyHory hashtag. On YouTube, hundreds of user-made videos documented people conquering the peaks, unboxing medals and sharing their experiences.
This user-generated content became a self-running engine: every new post was free reach, proof and promotion we didn’t have to pay for or produce ourselves.
What this means for you
What this means for you
We know how to turn an idea into a community and a business
Doby Hory wasn’t a client project – it was a solo project built from scratch and grown into a national phenomenon using exactly the skills we now offer as an agency:
branding and positioning,
content strategy and storytelling,
organic social growth,
community building and UGC,
funnels that turn attention into paid participation.
If you have a strong idea, product or experience – especially something community-based – we can use the same playbook to turn it from “nice concept” into a living brand with real revenue and a loyal audience.
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© 2025 diferent LLC
© 2025 diferent LLC
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Turned Talpa House from a niche weird underground house into the trusted, top-of-mind brand.
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Turned Talpa House from a niche weird underground house into the trusted, top-of-mind brand.
Views
10,3M+
Paid leads
+250%
Fearless Babe
Proved you can build a community on Instagram without ever showing a face.
Views
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New followers
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Fearless Babe
Proved you can build a community on Instagram without ever showing a face.
Views
6M+
New followers
22K+
Mentor z vesnice
Transformed a regular mentor into a clear character that people recognize in 3 months.
Organic views
2,5M+
New followers
14K+
Mentor z vesnice
Transformed a regular mentor into a clear character that people recognize in 3 months.
Organic views
2,5M+
New followers
14K+
Doby Hory
Turned a simple hiking challenge into a nationwide outdoor movement.
Revenue in 2 months
€202K
Reach
+5M
Doby Hory
Turned a simple hiking challenge into a nationwide outdoor movement.
Revenue in 2 months
€202K
Reach
+5M
the problem
No brand, no audience, no media budget
When Doby Hory launched, there was:
no existing social media presence,
no email list or community,
no paid ads budget,
and a new product people had never heard of.
The challenge itself was powerful, but without attention, no one would register – and the project would die after the first season.
the strategy
Build a movement, not a campaign
Instead of pushing “tickets” with ads, we positioned Doby Hory as a movement for people who love Slovak mountains and want a reason to get outside.
Key steps:
Brand from scratch – name, visual identity, website, copy, medals and story behind the challenge.
Organic-first social strategy – inspirational photos from Slovak peaks, motivational captions, and clear CTAs to join the challenge.
Community “growth hacks” – personally messaging people to reshare posts, using UGC from participants, featuring their stories and posts, and making every participant feel like part of a tribe.
Simple, viral mechanic – “conquer these peaks in 2–3 months, upload summit photos, get a medal and plant trees.”
Everything was designed so people would want to talk about it, tag friends and share their own progres
community
From 0 followers to one of the biggest hiking communities
Short-form content made Talpa House go viral, but we knew a house is not an impulse buy. So we produced long-form “trust builder” videos: real homeowners in their underground houses, talking about light, moisture, safety, bills and everyday life. These testimonials on YouTube passed 200k views and became the key asset for serious buyers who needed proof, not promises.