CREATIVE CAMPAIGN
YETI
In 2019, YETI was faced with the need to translate the inexplicable YETI-ness of their brand into tangible strategy as they scaled their business.
Our strategy team codified YETI; what once sat in the minds of a few select folks, now lived in a format that could train up hundreds and act as the basis of their communications and brand strategy.
The strategic framework we built doubled as the brief for YETI Presents, their first national product campaign featuring their most innovative product set to date, which we conceptualized and produced.
YETI Presents featured two of the brand’s ambassadors and the relatable side of their lives, with products organically integrated.
When other outdoor brands spoke to competition, we positioned YETI as the outdoor brand that stands for finding meaning and joy in the journey.
Our creative campaign met KPI objectives set for the assets, in both a lower-funnel product promotion context as well as upper-funnel brand storytelling and awareness.
The groundwork that we laid for YETI, both in strategy and content creation through YETI Presents, proved so successful that YETI continues to use that foundation for their brand today.
