Client / Advertiser
This year, we wanted to get the word out about our agency. But we needed an idea that would be strong enough to garner national press from the advertising industry and outdoor/adventure publications. As an added bonus, we hoped to also attract new business opportunities, specifically in the outdoor category.
As if all of that wasn’t hard enough, we also had whopping budget of zero dollars to spend on the idea and needed to make it work using only internal resources.
Playing off a common agency claim of “living your clients’ brands,” we decided to see if we could actually, truly, survive off only our clients’ products. For the Living Off The Brands campaign, we sent one copywriter into the Oregon wilderness for five-days with only our clients’ brands, which included Redington/Rio fishing gear, a Leatherman multi-tool with fire starting capabilities, Finex cast-iron skillet/pot (for cooking and boiling water), Yeti cooler and Yeti tumbler to drink from, layers of Adidas/Reebok apparel, Widmer Brothers Beer and Faust Wine for potential trading with other campers as well as many of our other clients’ products.
During our copywriter’s adventure, people were invited to follow his story as he posted dozens of pictures to Instagram, posted a daily recap video on YouTube each morning and broadcasted LIVE on Periscope throughout the day. His broadcasts became a place where people could ask him questions, offer words of encouragement and, in some cases, give him tips to survive (like which weeds or berries were edible).
Each day out in the wild, his social media following continually increased as more and more people became captivated with the stunt, especially as he battled through dehydration and possibly heat stroke.
Finally, after the stunt we released a documentary film - combining footage from his social posts as well as behind the scenes footage and an in-depth interview with our hero copywriter. The film provided a detailed look at how he lived, what it was like out there and how he survived.
With no paid support, we were able to garner over 18 million impressions organically. The story was picked up by national and international ad industry press, including AdAge, Agency Spy and AdWeek. On the final day of the stunt, we were even the #1 trending story on AdWeek. We also received features in outdoor publications, like Gear Junkie and write-ups in pop-culture blogs like, If It’s Hip, It’s Here.
After the stunt, we released a Documentary Film which was given an AdWeek exclusive – it soon became the #3 trending story.
More importantly, our social media following increased +50%, from 1,000 followers to over 1,600 today; our site traffic also increased 750%, from around 100 unique visitors a day to over 850 visitors during the stunt.
But undoubtedly the best news of all, was that Living Off The Brands led to two immediate new business opportunities with an active performance eye-wear company and outdoor camping gear company both reaching out to us during the stunt. Finally, in the weeks and months since the campaign, we’ve received more RFPs than ever before.
1: Name / Title / Role
Joe Sundby – Founder, Executive Creative Director
2: Name / Title / Role
Dan Walsh – Managing Director & Partner
3: Name / Title / Role
Dana Bainbridge – Founder & Partner
4: Name / Title / Role
Megan Amberson – Director of Strategy
5: Name / Title / Role
Taylor Ballam - Editor
6: Name / Title / Role
Sarah Biedak – Sr. Interactive Strategist
7: Name / Title / Role
Jeremy Bueler – Technical Director
8: Name / Title / Role
Dave Coy – Photographer/Videographer
9: Name / Title / Role
Sean Daley – Photographer/Videographer
10: Name / Title / Role
Bryan Houlette – Creative Director
11: Name / Title / Role
Matt Lawrence – Associate Producer
12: Name / Title / Role
Katie McKenney – Art Director
13: Name / Title / Role
Chad Sorensen – Front End Developer
14: Name / Title / Role
Nate Totten – Senior Copywriter
15: Name / Title / Role
Matt Wiater – Lead Developer