OUTDOOR ADVENTURE FOR A NEW GENERATION
Remember high school when everyone was toting around a Nalgene water bottle? Some things don’t change, but in the CPG (consumer packaged goods) world, user experience and branding can make or break even the most iconic products. With a smart new ecomm website in development, I was tasked to direct an omnichannel marketing campaign to achieve one specific goal at launch: Generate a 50% increase in products sold at checkout.
Over a two day sprint, my team and I worked with Nalgene leadership to assess their market, absorb their brand, segment their audience, and gain consensus on an integrated marketing strategy. The goal was to attract and convert mid-funnel consumers who were familiar with the brand and contemplating a purchase, but had considered competing products. To maximize the reach of the campaign, I oversaw the production of a video and static asset library that could be flexibly deployed, tested, and optimized with precision across social channels, PPC, landing pages, and email.
With a plan in-hand, I developed a creative vision for the campaign centered on nostalgia to communicate the Nagene brand through the history and stories of its fans. The execution involved capturing relatable, every-day moments of key audiences at home, at work, and on the go. Lifestyle content was grouped into segments, paired with product renderings, and aligned to optimized landing pages. Each segment experienced a unique, tailored experience designed to speak directly to their place in the world and reflect their unique interests.
Months in the making, Nalgene.com went live in tandem with a full-throttle performance marketing campaign designed to drive an onrush of targeted, qualified consumers inspired by stunning video and static content, optimized and tailored to them. Supported by exceptional design and a seamless checkout experience, Nalgene.com experienced the largest launch in its 70+ year history including a 74.9% increase in overall revenue.
Made at Scout Digital for Nalgene.
Nalgene is a legendary bottle company committed to sustainability.
- Campaign Strategy
- Production Planning
- Location Scouting
- Talent Management
- Art Direction
- Storyboard & Narrative
- Photography Direction
- Video Direction
Optimized product pages led to more high-value conversions at check out.
Customers found, added, and checked out with more products.
Year over year revenue went way up. Happy customers. Happier client 🙂