Launching the new GoBox collection.
The GoBox has always been my favorite YETI product. It's one of the few products we make completely for pursuit-driven activities and people, so it's easy to have a lot of fun with the copy. I was over the moon when we expanded the lineup to three sizes. The campaign we created spanned broadcast, print, and performance.
Print
The GoBox has always been a product designed for people who are truly passionate about their outdoor pursuits, so we advertise in niche trade publications. This super small creative box makes writing copy extremely fun because you get to play insider baseball.
Performance
I'm a firm believer that the hard-working assets underpinning any campaign are the most valuable. And they're a lot of fun to figure out. We always try to strike the right balance of aspiring lifestyle content with education across social, site, paid, and organic.