- Construction
- DeliverablesAdvertising, Content, Email Marketing, Motion Studio, Naming, Positioning, Product Launch, Social Media, UX/UI
Launching a Jacket That's Light Years Ahead of Its Time
When we were tasked by Walls Outdoor Goods to help launch Bristlecone, their new collection of mobility-inspired jackets, we only knew two things. First, this product line was something really, really special. And second, we knew that no matter what solution we came up with, we had to make sure we delivered on all fronts.
Attitude, Confidence and Just the Right Amount of Intimidation
Though the challenge was more than a little daunting, we were anything but deterred. Sure, convincing a young-gun audience that a work jacket doesn’t have to be heavy and stiff to protect wasn’t going to be easy — but that sure as hell wasn’t going to stop us from proving them wrong.
Owning Innovation Inside Out and Everywhere
This new jacket line represented a major opportunity for the work-minded customer — and a major advantage for Walls Outdoor Goods. To create the impact Bristlecone deserved, we sought out every opportunity to amplify product differentiators. Knowing our core demographic was young, savvy and very active on social media, we created a (nearly) endless stream of content to make the Bristlecone advantages loud and clear.
High-Performance Construction Meets High-Precision Targeting
Our digital advertising ensured Bristlecone stayed top of mind with our target audiences. And captivating visuals paired with bold copy all but guaranteed they would keep digging deeper to learn more.
Just like Bristlecone jackets themselves, our email campaign was designed to move. We used technology callouts and product features to create a compelling case for purchase for new customers and engaged prospects. And we took the work out of shopping with direct links to purchase each of the products on the campaign landing page.
Sophistication Simplified
Bristlecone had an innovative story to tell, but equally important was an easy-to-understand (and easy-to-purchase) online shopping experience. Our campaign landing page detailed all the specifics from highlighting the panel fabrication to deconstructing the individual fabrics — and made it easier than ever for customers to find the jacket perfect for them.
