Low Tide Campaign
Brand marketing through thoughtful storytelling
The Objective
Rally a diverse audience to find adventure outside with inclusive new messaging and products.
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4% engagement rate on campaign content
Excite & delight
New product education
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Grow social media mentions +200% vs. previous period
Encourage others to “find adventure outside”
Rally VIPs/loyal fans to amplify
Activate ambassador/influencers
Refine our content strategy
Aim for virality
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10 new reviews on each new product
Capitalize on brand love
Drive consideration
Delight with incentive
As the first major launch after Wondery Outdoor’s summer rebrand, my goal was to amplify our new "You Belong Out Here" tagline through a compelling campaign. This initiative not only spotlighted our latest technical pants but also emphasized inclusivity and the sense of freedom in the outdoors.
With adventure on the rock and leisure at the shoreline, my creative direction leaned into juxtaposing strengths; the elegance of rock climbing contrasting with the rugged unforgivingness of the sea. We captured refined skill and human connection from a diverse set of climbers to authentically share Wondery’s brand story and showcase our now new best sellers.
Email Marketing
CREATIVE DIRECTION, STRATEGY, COPYWRITING
We earned a substantial +10% in email-attributed revenue for the campaign period and +44% in website traffic.
Social Strategy
CREATIVE DIRECTION, COPYWRITING
Together with my social team, we produced and partnered with influencers to create a variety of social-first content to connect with our rock climbing customers.
Our strategy played a major role in driving sales with +50% reach and +50% conversions, despite -50% less in influencer spend.
