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Marmot: In With The Out
Building a Creative Playground for Marmot
Read the story.
What We Did
Brand Campaign
Copywriting
Digital Marketing
Reigniting a heritage brand by doing more with less.
It’s a tale as iconic as America itself. Two California college kids bonded over a love for climbing and the outdoors in the early seventies. Not satisfied with store-bought gear, they started making their own parkas and sleeping bags in their dorm.
A rebel brand was born.
In the fifty years since those UC Santa Cruz days, Marmot has pioneered some of the most technologically advanced outdoor apparel and gear available. And along the way, they’ve assembled a fierce—if not a bit off-beat―army of outdoor loyalists. The problem? That army needs some new blood. It appears, over the years, that Marmot had lost some awareness among the younger generations.
Could it be? Had Peter Pan grown up? Never!
With a little faith, trust, and trail dust, Marmot reignited their inner Lost Boys—and girls—in a bid to return a sense of play to the much too serious performance outdoor space.
This is where we enter the story.
Marmot tapped us to introduce their new product line and renewed attitude to the next generation of hikers, climbers, and skiers over social media. The ask: “Lead with the product but also make a brand impression, oh, and do more with less.” Our response: “We can do scrappy just like you. Gives us whatever you got.”
We took what they had and built a creative playground out of colors and copy. We pulled the brand’s ‘performance and play’ positioning forward with a campaign titled,
In with the Out.
By juxtaposing eye-seducing colors with playful banter, we successfully drew viewers to check out Marmot’s new merch—effectively telling a product story in a brand-forward way.
By conducting multivariate testing across Facebook, Instagram, and Snapchat, we quickly drove down costs over the life of the campaign. And we earned Marmot a spot on the next generation’s shortlist for performance outdoor apparel and gear. It’s safe to say that Marmot won’t forget their inner child anytime soon--they’ve packed their gear for NeverAgain Land.
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