Icebreaker Merino

Assignment: develop integrated marketing campaign
Objective: increase US sales, especially in NYC and San Francisco
Description: The Icebreaker brand had brought it's New Zealand brand voice into the US, only to find that the US was not as familiar with Icebreaker. Sockeye developed an integrated marketing effort to introduce the brand to the targeted influencer group – who we call the Active Urbanite. Appealing to their love for the outdoors, we developed the campaign Explore Awesome.

Embracing a pay-it-forward approach, limited edition Merino product was seeded to groups of active outdoor enthusiasts who were also given certificates to pass along to their peers. We shot video of them in their product (high slackliners in the Oregon desert, SUP on the Hudson, kayak commuting in NYC, disc golf in Golden Gate Park, relay swimmers in the Pacific Ocean, etc). We captured these enthusiasts living in the moment in Icebreaker Merino. Videos lived on YouTube and stories were shared on Facebook.