Old Town

A coordinated content strike makes a splash to showcase new products.

Branding & Identity
Content Strategy & Execution
Multi-Channel Product Launch
National Event Activation

The Opportunity

Craft a rich innovation and heritage story to launch two new flagship product lines.

Old Town has been shaping adventure since 1898, and every new product represents both a link to the past, and a future filled with memorable experiences. For the launch of their Sportsman and Autopilot kayaks, Old Town needed rich content to showcase product innovations, while telling a compelling story that would resonate with its target audience — all while driving awareness and conversion.

We partnered with Old Town under an accelerated timeline to create a campaign that included animated display ads, Facebook ads, email templates, video ads, print ads, social media stories, tradeshow activation, and Old Town Sportsman website landing pages. Together, we worked to achieve the wins that would effectively differentiate and promote a whole new line of kayaks, under a brand new, redesigned category, while highlighting the most compelling product features.

With “What does it mean to be an Old Town Sportsman?” as the driving message of the campaign, we crafted content to guide customers to all types of kayaking experiences — Power, Pedal, or Paddle. These themes permeated messaging and landing pages, amplified by arresting and epic colors and typography.

Outcomes

Leveraging its sales and influencer networks, Old Town executed an effective campaign across its various channels, and continues to work with us for its support & growth needs.

Launch Event Viewers

>20,000

Social Interactions

>100,000

+ Sold Out Product Run

Wunderman Thompson Commerce & Technology over-delivered for a strategic product line launch. Their concepts, creative, and approach were ideally suited to our compressed timeline and goals for impact. Their team felt like a natural extension of our team. Our launch was incredibly successful, and we continue to leverage the strategy they delivered.

S. Scott - Johnson Outdoors Watercraft

Next project

Jetboil

A coordinated content strike makes a splash to showcase new products.

The Opportunity

Craft a rich innovation and heritage story to launch two new flagship product lines.

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