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PR \ Activations
Twelve Winter Sports Companies, One Unified Brand
We’ve enjoyed a partnership with K2 Sports since the ‘90s. Over the years, they strategically expanded to acquire several more brands, consolidating them under a single portfolio. We named the portfolio ”Elevate Outdoor Collective” and developed their visual identity, no easy ask for an umbrella brand housing twelve iconic winter sports brands.
PR \ Strategy \ Activations
Elevating Outdoor Cooking from Ordinary to Extraordinary
Iwatani, a $2 billion energy company in Japan, launched FORE WINDS, a camp accessories brand, in North America. We transformed them into a culinary-first brand, pairing colorful food photography and programming from influencers with simple, descriptive copy. The goal is to make people hungry, crave what they could make to magnify a truly extraordinary cooking experience for outdoor chefs.
Strategy \ Activations
A Winning Recipe for Kitchen Appliances on Social
Philips Home Living offers some of the most well-known premium domestic appliances on the market. We were tasked to sustain growth and engagement with their social channels. Three pillars — inspiration, education and connection — guide programming consumers crave, keeping the brand relatable to a more grounded audience while maintaining its premium reputation.
Strategy \ Activations
Giving Dentists Something to Smile About
To reach dental healthcare providers and staff, we have supported the strategic social calendar for Philips Oral Healthcare’s Instagram and LinkedIn profiles for years. Because these channels target a highly educated demographic, we execute a programming approach designed to educate, engage, inform and entertain the audience. This variety of posts helps keep Philips top of mind not only as an innovator in oral healthcare, but as a thought leader and active member of the oral healthcare community. Through this engagement, we encourage dental professionals to think of Philips as their most-often-recommended brand in practices, which in turn helps build brand recognition among patients as well.
PR \ Strategy \ Activations
Commemorating 50 years of fireside fun
2022 was a big year for Duraflame, celebrating 50 years of warm fires and cozy evenings. We knew a birthday this significant called for a campaign to match. The full-service campaign integrated marketing and promotion with PR, developing video, press releases, digital ads, a social media campaign, web content and even limited-edition merchandise in retro-inspired packaging for Duraflame's signature 6 lb. firelogs. Celebrations began in September and will last through January 2023, with the “Fired Up for 50 Sweepstakes” as the centerpiece of the project with several prize packages and a $50,000 grand prize.
Strategy \ Activations
Attitude for the Highest Altitudes
Atlas Snowshoes, part of the Elevate Outdoor Collective, is a snowshoe brand catering to those with a sense of adventure. Our challenge was to position snowshoeing as an open door for all to explore an exciting, snow-covered world. Social media programming was designed to inform and inspire, highlighting innovative products and an aspirational lifestyle using vibrant photography and design.
PR \ Strategy
Helping Beyond Clothing Take its Name Even Further
Beyond Clothing is a Seattle-based expedition outfitter producing technical clothing for outdoor recreation and the military. Since 2021, we have been entrusted with creating and managing ongoing media and public relations for their brand and products in North America.
Strategy \ Activations
Fostering a community of boating enthusiasts
Luxury boating brand BENETEAU’s small in-house team partnered with WH inc. to overhaul content organization and create and implement a robust, cohesive calendar. In addition to a strong social media presence across multiple platforms (buoyed by aspirational content served by influencers and real-world boat owners), WH targeted dealers and consumers alike with regular newsletters, exclusive in-person events and fun, engaging video series.
Strategy \ Activations
Helping make workplaces safer with clean air
COVID-19 changed the way that people interact, and as organizations began to resume in-person activities, the question on everyone’s mind was how to gather safely. To help answer this important question, Philips Air tapped WH inc. to educate business owners in China, Europe and North America on improving workplace air quality during COVID-19. We crafted a toolkit of marketing and informational materials designed to help keep people safe as they returned to the workplace, to school and to restaurants and retail spaces. We produced videos, social posts, infographics, advertorials, brochures and more, all aimed at emphasizing the role that air purifiers have in creating a safe environment.
PR \ Activations
Shifting coverage to the backyard during the pandemic
Big Green Egg has a cult-like status among charcoal cooking enthusiasts and is synonymous with BBQ in the Southeast, but wanted to expand into the general consumer audience and increase its West Coast presence. We initially planned to host BBQ media events and hit a few key stops on the national BBQ competition circuit, but the pandemic put a lid on that strategy. We pivoted to modify the eggsperience, sending out test units and sharing in-depth knowledge around cooking with charcoal. Leveraging our own experience and offering BGE’s all-star lineup of renowned chefs to coach writers and provide readers with recipe content, we fired up a strong media pipeline that brought the Big Green Egg message to backyards across the nation.
PR \ Strategy
Expanding a successful brand into new markets
Benchmade had an established reputation for its quality knives among familiar audiences, but wanted to expand into new markets. Though an internal team had been managing PR efforts, we were approached for help reaching a wider customer base, as well as handling crisis communication. We identified key publications and influencers in the outdoor, lifestyle and hunting spaces to help spread the message of Benchmade’s quality. And the message has been well received. Year over year, media placements grew as much as 190% in the outdoor, men’s gear and hunting categories, proving that the Benchmade brand is just as versatile as its knives.
Strategy \ Activations
Inspiring followers through captivating original content
Cowboy Charcoal tapped WH to make its products come to life in a powerful and engaging way on social media. Our work with Cowboy involves ambassador management, development of original content, video and photo production, and sourcing UGC to bolster the brand's rep in BBQ circles as the go-to for expert cooks. Cowboy’s social channels are well-stocked with aspirational food imagery, live Q&As with experts and collabs with other grilling brands to encourage followers to glean tips and tricks and share their own creations. A quick look through the Facebook and Instagram channels reveals plenty of mouthwatering content that showcases just how fun and easy it is to grill with charcoal.
Strategy \ Activations
BUILDING A COMMUNITY OF GRILLING ENTHUSIASTS
Western BBQ Products has long been dedicated to getting BBQ fans to grow their grill skills and amp up their meals with flavorful woodsmoke, and most recently brought WH on board to share the flavor with new audiences on social media. To amplify Western’s voice in the grilling and cooking space, we create original content, shoot videos and photos, work with a diverse range of ambassadors and influencers and host giveaways, collabs and livestreams. We've helped Western double down on its commitment to building a community of home cooks and grillers who love to experiment with new flavors, materials and tools. Each week, the Western feed serves up a handful of new recipes, designed for both the novice and expert griller. A visit to Western’s social channels reveals a community showing off their newfound tricks, inspiring one another and trying out different techniques.
Strategy \ Activations
Fueling Connections and Sparking Memories #bythefire
Duraflame is a household name and de facto centerpiece of the American fireplace, and we strive to reflect that in the social programming we produce. Using the "Get Fireside" motif, we developed several campaigns designed to bring people together and rekindle connections. We worked on nostalgic themes in the Camp Duraflame series, curated fireside photography tips from our photography department and even developed food and drink recipes.
PR \ Activations
Cultivating a global outdoor leader
For almost two decades, WH inc. and Helly Hansen have climbed many mountains together, shifting the brand’s perception from a largely European-focused ski/winter sports and sailing company to a globally revered-outdoor and lifestyle business. Over the last five years, our strategic PR initiatives such as partnerships with trusted media and influencers, consumer events and attention-grabbing press have created gains in the North American market share in lifestyle, workwear and multiple sports segments — even while the overall market size remained static. By focusing on technology and sustainable design, we’ve helped our longest-tenured client to continue growing, becoming the #1 outdoor brand in Canada and one of the top five in the U.S.
PR \ Activations
Earning Brand Loyalty Among a New Target Audience
Lululemon had established an extremely successful reputation for its women’s active/yoga wear, but men were skeptical. Lululemon needed to overcome target audience doubt to reach its goal of $1 billion in sales by 2020 for the menswear line. By developing a strong media relations program, an active press trip lineup, and PR activations around its athlete team on high visibility events like the Summer Olympics, Lululemon’s menswear line surpassed its goal, thanks in large part to an upsurge from 326,607,419 impressions in 2014 to 875,598,657 in 2017.
PR \ Activations
EXTENDING A FOOTWEAR BRAND BEYOND ITS ROOTS
In working with Danner, the golden rule is that craftsmanship always comes first. Our PR team is tasked to grow brand awareness and visibility in all of the heritage boot company’s target markets, from hike, lifestyle and work to hunt, military and tactical. Over the past four years, we’ve provided YOY growth in earned media impressions, and in almost every individual category. The results come from consistent, targeted pitching to a wide range of journalists and maintaining numerous media relationships, planning and executing unique press trips and activations, and getting "boots on feet" by seeding a ton of product to writers and influencers.
Strategy \ Activations
Always Get it Right
In 2022, Philips Oral Healthcare reimagined their brand framework with a focus on the three pillars of their business: superior innovation, evidence-based results and patient empowerment. The shift in rhetoric delivers confidence to providers that Philips solutions are a crucial part in helping patients achieve healthier mouths and brighter smiles. We helped them develop, create and launch the Philips Spotlight Series — documentary-style videos explaining how these concentrations equip dental professionals to help patients get the right oral care.
Strategy \ Activations
Advertising a Lifestyle Through Editorial Content Marketing
Bowflex needed to build an engaged audience of exercise enthusiasts who believed and trusted in its TreadClimber product. We developed a concept to not only engage their audiences, but inform, entertain and delight through strategic content marketing principles. We crafted and produced a 23-page editorial-style magazine featuring Spotify playlists, exercise routines, testimonials, photo spreads and articles to show audiences that Bowflex TreadClimber isn’t just another exercise machine, it’s a lifestyle.
Strategy \ Activations
Rebranding & Reinventing a Canadian Classic
Woods, one of Canada’s first outdoors and camping brands, found that its rich legacy of adventure and exploration wasn’t connecting with today’s true outdoorsperson. So, we repositioned Woods as a quality, trusted brand for serious outdoor enthusiasts by focusing on its authentic Canadian heritage. Our photoshoot in the wilds of the Yukon led to a 75-page brand experience playbook, complete with a refreshed set of brand standards, that shows outdoor experts and modern-day adventurers where the brand started and how far it can take them.
PR \ Strategy \ Activations
A Product Launch Made for Hitting the Road
Dometic, a global market leader in the mobile living industry, launched their new GO Collection for the passenger car and general outdoor enthusiast. To kick off the launch, we planned an exclusive overlanding experience to the North Rim of the Grand Canyon with a select group of influential outdoor media. The 300-mile multi-day journey giving participants the opportunity to experience the full capabilities and features of the Dometic GO line in rugged, real-life scenarios. We augmented this immersive experience with a comprehensive PR and media strategy, including a media-facing lookbook and tradeshow media management at Overland Expo and SEMA.
Activations
STANDING OUT IN THE COSTCO TREASURE HUNT
Cascade Mountain Tech wanted to give its Costco packaging a more cohesive look. The style needed to reflect the brand’s PNW roots, while showcasing key product features to meet Costco’s 5x5 rule: from 5 feet away, members should know in 5 seconds why they need to buy. Along with shooting new lifestyle photography, we introduced a fresh color scheme and typeface. In designing the various configurations (blister packs, master cartons, pallets), we also work closely with CMT’s factory to eliminate waste. While a set of trekking poles or a new camping chair are most likely unplanned purchases, that’s part of the Costco charm. For brands like CMT, catching the eye of Costco shoppers leads to extraordinary growth.
Activations
Championing Employee Safety With a Powerful Motto
Alaska Airlines was launching a new internal safety initiative and needed a key message to inspire and evoke employee participation. We crafted a tagline and a campaign to roll out the new initiative successfully. We produced videos, signage and supporting elements that involved, engaged and encouraged employee participation across the company to champion air travel safety from within.