Layla Lusby
Layla Lusby
As a capstone project for my senior year Advertising Full Service Campaigns class, we were tasked with creating a campaign for a subset of the YETI brand, YETI Rescues.
YETI Rescues
Role: Copywriter
Graphic design by Quinn Sandel.
This is a mockup for a mural design. Instead of a traditional billboard, we decided to instead commision small, local artists to paint murals on buildings. Final images would be up to artist's discretion, but this is what we made to give an idea. This ties into the brand's core concept of sustainbility.
The Mission
Our goal was to boost awareness among the Gen Z market for a lesser known part of an already successful brand.
The Challenge
YETI Rescues sells secondhand and defected items only online. This leads consumers to be weary of what exactly they're ordering, with no returns allowed. Additionally, although the items are discounted, they are still at a fairly high price point for the outdoor gear market and within the Gen Z consumer base.
The Result
Based on our research, we decide to center our campaign around sustainability and framing the purchase as a long term investment rather than just shopping. The biggest pain points according to our survery were overall lack of brand awareness and price concerns. In turn, the campaign's emphasis was placed on affordability and the environmental benefits of buying products that would otherwise end up in a landfill.
Campaign Execution
To get around the barrier of online-only retail we want to have pop-ups in standalone YETI stores. A select amount of the second hand products would be availible for sale in stores for a limited time. All Rescues products are categorized based on their condition, so having an in person event would allow customers to see and feel what a product labelled Like New is actually like.
Pop-Up Locations:
Boulder, Colorado
Austin, Texas
Phoenix, Arizona
We selected these cities based on where YETI stores exist (surprisingly-- there aren't that many), and the culture of the cities. Namely, these are places where outdoor activities like hiking are popular, and are in close proximity to locations like the Grand Canyon and the Rocky Mountains.
Graphic design by Quinn Sandel.
Everyone knows Gen Z loves social media.
Austin, Texas
Phoenix, Arizona
Boulder, Colorado
Influencers are a key part of the plan. We carefully selected 3 Instagram personalities to invite to join the campaign. Each of these accounts are centered around travel, outdoor activities, and are based in one of our pop-up locations.
In addition to promoting the brand online, each of these women would be asked to appear at the in-store events in their respective cities. All mockup captions are designed to blend in with their usual content to make the brand integration seamless and natural.
Behind The Scenes...
My brainstorm document! After reviewing the research, strategy, creative brief, and chatting with the creative director I like to open up a doc and write down everything I can think of. The good, the bad, the incomplete, the corny. All of it.
Full Plansbook
