PRODUCT STORYTELLING

When a product launch is paired with authentic storytelling content, the benefit is three-fold: customers are more likely to be curious and click-through from an email; it builds trust with the brand, feeling that they aren’t simply being sold to; aids in discoverability of more ways to use their product (which was likely an investment piece).

Our objective in coming up with supporting content is to get the most juice from one squeeze. Here are a few examples.

WILD VINE COLOR LAUNCH
& CAST IRON SKILLET PRODUCT LAUNCH

With one content photo shoot planned, the strategy was to capitalize on the imagery and talent to support two separate product launches and cross-promote both within launch assets.

Results: Wine Vine Red launched with impactful imagery that held a story; Cast Iron skillets launched with a meaningful personal account from the chef and an accompanying recipe. Both saw higher click-thru rates, and customers felt more confident in their Cast Iron investment.

 KEY LIME COLOR LAUNCH

To support the launch of a bright, seasonal color inspired by the Florida Keys, we offered customers two ways to connect with the new products: through education, and cocktails through the lens of our Ambassador who lives and guides there. The content strategy is to always put authenticity first. So we asked Amb. Benny Blanco what was important to him about the Florida Flats, and how he and his fellow-guides like to unwind.

Results: Our story celebrating the the world-class fishing destination fostered a deeper connection between customers and their new YETI as evidenced on social media comments and shares, and the cocktail recipes saw an uptick in click-through from email, offering customers refreshing reasons to add Key Lime to their collection.