One of the main challenges we faced was launching a winter hat line at the end of the season. Additionally, many nearby areas were not aware of what Arctic Gear provides to its workers and community. The brand gives back 100% of its profits to a non profit - The Arc of Seneca Cayuga - which supports individuals with intellectual and developmental disabilities. We had to find the appropriate method to share all of this with the average consumer.
We needed to spread awareness about how Arctic Gear operates using purpose-driven marketing. Developing creative messaging and storylines was key, along with engaging video ads that crossed multiple target audiences. We had authentic celebrity participation and combined organic posts, paid media, retargeting, SEO, and SEM to have maximum impact.
Our results were successful and greatly exceeded campaign goals. We increased site traffic by 597% using social, retargeting, search marketing, traditional, and PR. We identified appropriate talent for our campaign and used organic social media posts to increase overall engagement by 14.6% through each of their respective networks.