This is the best product we make.
Maybe 2nd best. To be honest, I'm torn between the GoBox and Camino. As a mediocre angler, I can't imagine a world without one (or ten) of these things rolling around in my truck. The GoBox has never really achieved the sort of mass appeal among consumers that it has among hunters and anglers, so product updates have been few and far between.
When they asked for volunteers to help relaunch the GoBox, I jumped at the chance, but tried to play it cool. It is, in my opinion, incredible.
Going from big to small.
The new GoBox would be available in three sizes for the first time. They'd also be waterproof. That was the big news. Our challenge was taking a brand moment and making it sing across multiple channels so it would actually perform among an audience that had never shown interest in the GoBox before.
What goes here goes everywhere.
The line practically wrote itself. It connects the product's functionality with the core aspiration to get outside into some of the Wild's gnarliest spots with all the precious cargo intact. Once we had the line in place, we needed to mesh our core pursuits (hunting, angling, and rodeo) with an audience that typically fills their weekends with less intense activities.
Translating core pursuits to core consumers.
First, we had to activate our core communities with the higher brand touch points. Print ads in magazines where we knew they'd be lurking.
Then we developed a performance matrix that positioned the GoBox with all the different ways customers could use it. The gritty campaign messaging stayed the same, but the applicable usefulness translated nicely into social, email, digital ads, and site traffic. It created a new-found love among a new audience without alienating our core. Brand authenticity can exist without tradeoffs in a performance-driven marketing world.
