Dometic
the brief
Dometic engaged WOOF to develop a new style and format of digital campaigns to help increase engagement, making use of photography and video content across multiple campaigns.
the strategy
We wanted to create campaigns that will drive emotion and engagement across their channels whilst leveraging the brand’s premium status. In order to do this we began with a strategic analysis to segment specific customer types and list overarching features and benefits of each product. We then connected each segment to a product that they would likely buy. This helped us develop three USPs which are tied back to the brand’s values, thus creating a multi-tiered campaign to appeal to each customer type and help with sales across the board.
Working with the client to map out the flow of the campaigns, it was decided that having incentives would help achieve the goal. The plan was to place exclusive deals and promotions in emails for existing database subscribers, while leveraging a competition in paid advertising to drive database signups. This not only assists with boosting sales but also has the added benefit of growing the brand’s database and pulling them into the world of Dometic.
campaign approach
We agreed that a balance of lifestyle and products is the best approach to getting people excited about the outdoors while creating demand. So, the decision was made to make ambassadors the linchpin of the campaigns to capitalise on their following and connection to the outdoor living lifestyle. This developed an aspirational feeling to the campaigns, allowing viewers to see themselves within the adventure using Dometic products.
pushing the bounds within guidelines
While each campaign needed to fit within the brand, it was vital that each one was distinct from the other. As each campaign's content changes, we used a different brand colour to differentiate the campaigns from one another. We created common elements and styles that can be used across all campaigns to create a sense of familiarity and association. This resulted in concepts that elevated the brand visually and put it at the forefront to reinforce its premium status.
email marketing
We know what drives clicks, open and web traffic, so for us the challenge came with creating an emails from the lense of the ambassador, and intertwining their interests and individuality to the layout of the emails. We leveraged key quotes and cut video footage to create snippets that were exhilarating or energising and in some cases heart warming.
social
As part of the campaign strategy we created social content to be dispersed across paid ads and organic feed, stories, and reels. We used a mixture of video footage and photography with ambassadors living their best life in their favourite outdoor space. Additionally, we leveraged in-market product feature videos highlighting key takeaways to create cut through with the viewers.
display ads
To quickly communicate the campaign in a limited space, we used a mixture of lifestyle photography and influential quotes from the ambassadors. For product focused ads, we chose callouts that would trigger an instant use of the product within the viewer whether they were a weekend warrior or a hardcore camper.
what we did
Good ideas can only come to life when activated properly using the right channels required to reach the customer during the Buy-in Process.
Digital
Display ads
Email marketing
Social marketing
Website
Wireframing
Copywriting
Graphic assets
the outcome
Overall, the campaigns were a success throughout their duration. Our work was well received, inspiring and exciting people for the outdoors while making Dometic synonymous with the outdoor lifestyle.
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