Case Study: 008
Brand: NIKE
Agency Partner: R/GA
Date: 2022
Role: Associate Strategy Director
Project: Marketing Architecture
Athletes* are moving for their body and mind. Breaking down silos of sport to achieve a greater state of wellbeing through activity. Walking, Swimming, HIIT, Dance, Strength–wellness is achieved your way.
To meet these Athletes* Nike needed a holistic engagement strategy to meet them where they are, on their terms. Creating moments of connection through product, storytelling and content.
Case Study: 007
Brand: La Sportiva
Date: 2022
Role: Brand Strategy and Direction
Project: Digital Content Campaign
Climbing is seeing explosive growth coming out of the global pandemic. New climbers are entering the sport—in search of experience and community.
Brand Position
LaSportiva makes the best technical footwear for climbing. Connecting climbers of all abilities and experience through community and the outdoors.
Strategic Insights
Climbing gyms are increasing access to climbing, shifting the demographic make-up of the sport and community. Audience insights from the American Alpine Club show that new climbers are young and urban dwelling.
31% < 25 years of age
80% Climbing gyms are located in metropolitan areas
Digital First Approach
To reach new climbers, the campaign is led with community driven social content. Activating LaSportiva athletes and brand partners—all leading conversion to LaSportiva dot com.
Brand Partners
Authentic and relevant–La Sportiva athletes and brand partners reflect the future direction of the climbing community.
Seasonal Content
For climbers by climbers. Seasonal content is story driven with a focus on connectedness through community and nature.
Photography & Direction: Vivian Kim
Case Study: 006
Brand: Outdoor Research
Role: Strategy & Creative Direction
Project: Brand Campaign
Seasonal Expression
Create Your Space
In 2021, we return to the outdoors with a new perspective. Now, more than ever, we need the outdoors to create space for ourselves, our friends and our community. This campaign explores how we create a more equitable and inclusive outdoors for all.
Content Strategy
A digital-first approach, seen through three content lenses:
Evocative
Everything that we make evokes emotion and takes a position.
Timely
Relevant to the cultural zeitgeist. We sacrifice perfection for progress.
True
We tell true stories from our community.
S/S 2021
F/W 2021
Brand Films
Outdoor Research films are true stories from the brand’s community; athletes, activists, organizations and individuals who represent the ethos of Outdoor Research. They meet the cultural moment and inspire the future.
Case Study: 005
Brand: Outdoor Voices
Date: 2018 - 2019
Role: Strategist & Community Director
Doing Things: Freeing fitness from performance, moving your body for your mind and approaching activity with moderation, ease and delight. Outdoor Voices tapped our team to bring this idea to college campuses with a student influencer program. The goal; increase brand awareness, build brand affinity and drive sales.
Strategy
When OV needed to grow brand awareness with new consumer groups, we knew posting active pictures wouldn’t be enough. The campaign needed to be on brand and move needles.
Insights showed us our best opportunity to engage new consumers was with a previously untapped market: US college students.
We hand-selected authentic, locally-relevant students who love #DoingThings on campus and on social. Armed them with the brand knowledge and content direction to drive sales. Incentivized them to share by earning product.
Results
Throughout the semester-long campaign, we activated 130 OVU reps, generated 350+ campaign posts and maintained a 22%+ average engagement rate. The program built brand affinity, acquired new customers and drove sales.
Case Study: 004
Brand: Spotify
Date: 2018 - 2019
Role: Strategy & Community Director
Team: Elise Wiesman: Account MGMT, Michelle Featherston: Project MGMT, Chelsea Rice: Creative Director
When two music fans created Spotify, Premium was the purest distillation of their vision. Premium was born out of a passion for music, creativity and culture and Spotify tasked our team to help bring this ethos to campus.
Strategy
To reach the Spotify Premium consumer on campus, our team organized and directed a team of 30 campus influencers across the nation to join our band and help us bring Spotify Premium to life on campus. People, Places, Premium- is a social influencer campaign that evokes shared feelings from the People and Places that inspire the Premium entertainment that students consume on the Spotify platform.
Results
Through the Spotify Premium Campus Influencer Program our team drove brand awareness and increased student sentiment toward Spotify Premium. Resulting in a 1-2 point increase in NPS across key campuses.
Case Study: 003
Brand: adidas
Date: 2018
Role: Strategy
Team: Kevin Fuller: Account MGMT, Michelle Featherston Project MGMT, Craig Kohtz: Director of Dev., Coco Curtis: Director of Innovation, Will Buller: Design, Alex Russell: UI/UX
With a rapidly growing market share and a shifting identification to the creator sports brand, adidas sought to design a sport centric consumer experience by developing locally unique Direct To Consumer retail stores.
Strategy
An innovative business model calls for an innovative tool. To manage visual merchandising standards, team directives and gather retail insights, adidas turned to Archrival to leverage our Community Management Tool. To easily integrate our Community Management Tool into the adidas DTC workflow, our team built a one of a kind user-experience with a detailed help center to make community on-boarding a seamless process.
Results
With the implementation of Archival’s Community Management Tool, adidas’ DTC team can now collect insights, connect and share knowledge regardless of time and location. This is where adidas DTC builds intellectual capital.
Case Study: 002
Brand: YETI
Date: 2016 - 2017
Role: Strategy and Program MGMT
Team: Elise Hernandez: Account Director & Michelle Piñeda: Project MGMT
The YETI brand embodies the outdoor enthusiast: resilient, durable and sustainable. When YETI found that its retail presence was not growing at the same rate as its product line, Archrival built a field marketing program to train and energize retail staff and revitalize YETI’s presence at retail.
Strategy
Our team recruited, trained and managed a team of sixteen YETI Field Service Reps who worked across key national markets. This team educated retail staff, led brand activations and collected insights at stores to energize both staff and consumers and inform the brand of current retail trends.
Results
Archrival’s field marketing program expanded YETI’s brand presence at retail and increased staff sentiment. YETI’s sell-through increased by 27% in doors touched. Through this program, more consumers engaged the brand and purchased YETI products for their outdoor endeavors.
Case Study: 001
Brand: Granola
Date: 2012 - Present
Role: Co-founder & Brand Director
Team: Conner Scott: Co-Founder & CEO
Beginning in a college apartment in 2012, Granola grew from a fledgling startup to a scalable brand; securing capital, manufacturing partners and brand equity.
The Brand
Granola is a modern outdoor lifestyle brand. Bagging alpine summits is cool, but Granola products are made for enjoying the simple things; being outside with friends.
Product Design
