Retail Campaign / Online Video / Brand Tagline / Social Campaign / Brand Refresh
The Challenge:
How does a niche brand find a wider audience in the digital wilderness?
Best Made Co. had established itself as a brand of high-quality goods manufactured for those who could afford the price of high craftsmanship. But after acquisition by the Duluth Trading, sales were floundering.
At the time, the brand’s target audience translated into rich, middle-aged white people. So did it’s advertising.
So together, we went on an adventure in understanding the power of a more diverse audience.
Insight:
Cast a wider net, catch more fish.
We started by celebrating the brand spirit.
For the ‘22 Fall / Winter retail campaign, we crafted a manifesto that advanced the brand’s identity, voice and personality while remaining true to its roots.
It also showcased a more diverse range of customers who believed in the Best Made things.
We created a tagline that spoke to adventurers of all ages.
Our new tagline broadened the brand’s connection with customers by appealing to anyone with a passion for exploration and adventure, regardless of age, creed, color, or preferences.
We captured the magic of the moments in life that become cherished memories.
After an exhaustive photo shoot in the Pacific Northwest, we created a robust asset library that allowed us to deliver
a social and banner campaign that became a fine blend of different places, people, products, and promises.
We built out robust guidelines that ensure consistent application in every touchpoint by multiple creators over the years ahead.
Results
Our strategic social and digital campaigns leveraged these new assets to reach broader audiences while maintaining authentic connections to the original brand.
With an updated expression and approach, The Best Made Company expanded their reach and gained shoppers from a much wider demographic.