When the lore of YETI’s brand outgrew it’s physical presence in key markets, their retail brand team asked Archrival to build a grassroots community marketing program that could create brand buzz and drive retail sales through product education.

Strategy

Our team recruited, trained, and managed twelve community marketers to bring the brand to life in key growth markets. This team educated retail staff, led brand activations, and generated awareness through grassroots marketing initiatives.

Results

Our grassroots community marketing approach amplified brand awareness and increased staff sentiment in key retailers–REI, Backcountry, and MEC. The presence of the community marketers grew product sell-through by +27% YOY in doors touched. In 2019, YETI absorbed the program in-house where they still leverage this team to build grassroots community.