New Product Launch
Hydro Flask launched their All Around Travel Tumblers. The goal was to gain traction with the younger more trend driven audience. This campaign lived across digital, social and retail. Due to marketing efforts, 14 hours after launch, the All Around Travel Tumbler’s had completely sold out.
My role was to head the digital creative efforts, consisting of wireframing and developing numerous marquee’s, custom landing pages and creating supporting content.
All digital touchpoints drove users to this page.
Here consumer’s could compare size and color offerings, learn about the new features, shop compatible accessories, and more.
Overview
The Problem:
Stanley hit the marks hard with their Quencher Tumbler and stole a big market share away from Hydro Flask. Hydro Flask’s Tumbler is almost identical in use-case to Stanley’s so the goal was to find a way to excite consumer’s, differentiate and highlight those key product differences differences from competitors.
My Role:
My role consisted of concepting campaign creative and finding ways to reach the target market of younger trend-watching females. After the direction had been finalized my role also consisted of building out website creative and an individual landing page where consumer’s can learn more about the new product, and working with developers to push the pages live
The Approach:
The approach was to lean into the fun colors and spunky attitude of the target market. Working closely with our copywriter to find ways to highlight specifics of the product (easy to hold, flexible straw, etc.) and interweave them into the creative.
Learnings:
The primary learning is that loyal consumer’s don’t necessarily care about the small differences between Hydro Flask and Stanley products. They are proud to carry the Hydro Flask brand, and would prefer it. Additional learning’s show that creating a separate landing page where consumer’s can dive deeper into new products prove more useful than allowing product to live amongst other Hydro Flask products.
