Old Town

A coordinated content strike makes a splash to showcase new products.

main.jpg

  • Branding & Identity

  • Content Strategy & Execution

  • Multi-Channel Product Launch

  • National Event Activation

The Opportunity

Craft a rich innovation and heritage story to launch two new flagship product lines.

2.jpg

Old Town has been shaping adventure since 1898, and every new product represents both a link to the past, and a future filled with memorable experiences. For the launch of their Sportsman and Autopilot kayaks, Old Town needed rich content to showcase product innovations, while telling a compelling story that would resonate with its target audience — all while driving awareness and conversion. 

desktop-1.jpg
desktop-3.jpg

We partnered with Old Town under an accelerated timeline to create a campaign that included animated display ads, Facebook ads, email templates, video ads, print ads, social media stories, tradeshow activation, and Old Town Sportsman website landing pages. Together, we worked to achieve the wins that would effectively differentiate and promote a whole new line of kayaks, under a brand new, redesigned category, while highlighting the most compelling product features.

8.jpg

We partnered with Old Town under an accelerated timeline to create a campaign that included animated display ads, Facebook ads, email templates, video ads, print ads, social media stories, tradeshow activation, and Old Town Sportsman website landing pages. Together, we worked to achieve the wins that would effectively differentiate and promote a whole new line of kayaks, under a brand new, redesigned category, while highlighting the most compelling product features.

m-image-6.png

With “What does it mean to be an Old Town Sportsman?” as the driving message of the campaign, we crafted content to guide customers to all types of kayaking experiences — Power, Pedal, or Paddle. These themes permeated messaging and landing pages, amplified by arresting and epic colors and typography.

3c-1.jpg

With “What does it mean to be an Old Town Sportsman?” as the driving message of the campaign, we crafted content to guide customers to all types of kayaking experiences — Power, Pedal, or Paddle. These themes permeated messaging and landing pages, amplified by arresting and epic colors and typography.

m-image-8.jpg
Outcomes
Leveraging its sales and influencer networks, Old Town executed an effective campaign across its various channels, and continues to work with us for its support & growth needs.

Launch Event Viewers

>20,000

Social Interactions

>100,000
+ Sold Out Product Run
4_updated.png
5.jpg
Wunderman Thompson Commerce & Technology over-delivered for a strategic product line launch. Their concepts, creative, and approach were ideally suited to our compressed timeline and goals for impact. Their team felt like a natural extension of our team. Our launch was incredibly successful, and we continue to leverage the strategy they delivered.
S. Scott - Johnson Outdoors Watercraft
thumbnail-1.jpg
Next project
Jetboil

Let's Grow Your Business Together

©  VML. A WPP Company.