JETBOIL

Inspiring backpackers through rich brand experiences + product storytelling.

Connected Experiences
Content Strategy & Execution
Customer Experience Strategy
UX & Visual Design
Photography & Video

THE OPPORTUNITY

Showcase Jetboil’s newest product and highlight the brand experience through connected storytelling and enriched, high-quality visual and written content.

As an industry leader in backpacking stoves and camping systems, Jetboil partnered with Gorilla Group to develop a launch campaign for its new Stash stove that would be as transformative as the product itself.

In the absence of one of its biggest product launch forums — trade shows — the company needed a creative edge in its marketing tactics in order to reach the largest possible audience.

Gorilla tapped into two insights within the backpacking audience: their ambitions are big, and their love of gear is profound. The "Dream Big. Pack Small.” campaign took these seeds to deliver mountain-top inspiration paired with beautiful, macro product photography. The project spanned holistic digital and content strategy, including video and photo production, as well as a media kit.

In the weeks leading up to the Stash reveal, we took a unique direction, leaking beautiful glimpses of the product and its precision design without giving too much away prior to full product launch.

Launch day culminated with a Facebook Live event to showcase the product and the technology behind it.

After the product became available to customers, our campaign focused on the aspirational side of backpacking — the moments experienced along the way and the payoffs once at camp, including a hot meal.

Launch day culminated with a Facebook Live event to showcase the product and the technology behind it.

THE RESULTS

Jetboil successfully launched a visually compelling campaign to generate excitement and interest in its newest product, while creating a variety of assets the brand could use to support ongoing product sales.

Facebook Live views

5.4K

Launch Day Email CTR over YTD average

+241%

Media impressions

2.2M

New Social Followers

+375

New Email Subscribers

771