YETI uses traditional storytelling for nontraditional advertising

Author:
Updated:
Original:

Content marketing manager Harrison Lindsey explains the vision behind YETI's unconventional and somewhat maverick advertising style.

Instead of commercials, YETI has been producing high-quality web videos that tell intense stories about family, adventure and survival. In one, the brand features an 80-year-old, tough-as-nails barbecue pitmaster named Tootsie. Another, Charged, a full-length documentary coming out next year, follows the recovery of a man shocked with 2,400 volts of electricity in a freak accident while hiking. We asked Harrison Lindsey, YETI’s content marketing manager, how the cooler company uses and benefits from nontraditional advertising and brand messaging.

yeti_harrison_lindsey_headshot

Photo courtesy of YETI.

1. Your films are beautifully produced and powerful, but your branding in them is practically nonexistent. How does this work for yeti?
While we do integrate product in all of our films, the first priority is to tell the best story possible. We need to sell products like everyone else, but our goal with branded content is to allow people to emotionally connect with the brand. There’s a time and place to push product hard, but a seven-minute film that’s designed to inspire you or make you think differently isn’t that place. Consumers are smart; they know when they’re being sold and a lot of times they just want to be entertained.

2. How do you measure ROI for these videos?
There are so many metrics that could determine if a film or piece of content is successful. We’re constantly learning what metrics are most important to us, but there really isn’t a magic formula to know if you’re connecting with your consumers yet. Consumer behavior and how they view content is an ever-changing landscape. We commit to stories first and then try our best to understand what’s working and what’s not. Diving into the analytics allows us to learn from each release and optimize the strategy for our next film.

3. Some of the stories you tell are completely unexpected from a cooler company, like Tootsie’s story. How do you come up with an idea and decide whether it’s a winner? 
We do have a method to our madness. YETI customers have diverse habits. They barbecue, fish, hunt, camp, ride and the list goes on. We have the great opportunity to tell a wide range of stories, but every story has a purpose. The story of an 80-year-old female pitmaster warrants being told. But the story’s purpose was to show how Tootsie’s personality and values emulate YETI products—tough and reliable.

4. What’s YETI’s goal in telling these stories?
It’s human nature to crave stories, seek out inspiration and connect with characters. We want them to walk away from a film feeling different attributes of the brand. If we do connect with them on that level, we begin to build equity with a consumer. It allows us to not always be selling, but give a different note of communication in the consumer journey.

We’re also investing in editorial content that will be published on YETI channels at a similar frequency to our films in the near future. Video is important, but using words and images to tell a meaningful story is still a sound strategy.

5. Lots of brands would love to make brand movies, but don’t have the bandwidth. What sort of resources does it require?
We have a lean team in-house that’s focused on strategy, story development and distribution. For the actual production, we farm that out to independent filmmakers and production companies. We love the diversity that comes from the wide range of content producers we work with. We don’t currently have plans to build out an internal production team. That said, our team is definitely busy and a few more hands would be nice. Check out our careers page.

This story first appeared in the Day 2 issue of Outdoor Retailer Daily.

Related

yeti_rtic_featured

RTIC must redesign product, pay YETI

Cooler rivals YETI and RTIC reached an agreement this week in U.S. District Court in Texas. The legal battle between YETI and RTIC is over, and RTIC must redesign its products and pay YETI an undisclosed sum, according to a settlement reached in U.S. District Court this week. ...read more

Charged_Splash_0812c.jpg

YETI Backs Survival Documentary 'Charged'

Michael Strahan, Doug Ellin, Teri Weinberg, Peter Hochfelder and Constance Schwartz Join As Executive Producers Austin, Texas (May 24, 2016) – YETI, a leading premium cooler and drinkware brand, heads to the big screen with the backing of its first feature-length documentary ...read more

Knix Wear's performance bras and underwear have been wildly popular with Kickstarter backers. Photo courtesy of Knix Wear.

The secret sauce of Kickstarter success

The key to raising millions on Kickstarter is more obvious than you might think. When Kickstarter was young, fresh and newsworthy on its own, at the dawn of crowdfunding, Peak Design founder Peter Dering decided to take a chance. He was sick and tired of slinging his DSLR over ...read more

Photo credit: iStockPhoto.com / Halfpoint

10 ways you can boost holiday sales starting today

The holiday season is well underway, but it’s not too late to come up with a plan to get people in your shop and spending money with you instead of a big box store or a website. You have great customer service and can provide much more attention than a website. Put that human ...read more

Eddie Bauer’s custom MicroTherm StormDown jacket starts at $249 and offers more than a million possible color combinations. Photo courtesy of Eddie Bauer.

Custom apparel, though risky, can bring great success, brand recognition

Balancing customers' options with production costs is key to implementing a successful custom program, based on interviews with several brands that have dabbled in the field. It sounds risky to give customers a designer's paintbrush for the day to choose their own colors for a ...read more

ORSM14_Days_Covers_Thumb

Last call: Less than a week remains to submit new products and advertising for O.R. Daily Summer Market 2015

One week remains before some of the first deadlines pass for editorial and advertising submissions in the O.R. Daily, the show's ONLY official publication. The first deadlines arrive June 19, 2015. The O.R. Daily, published by SNEWS, strives to represent every company in our ...read more

L.L.Bean

The original gear: Outdoor brands older than the National Park Service

These brands have been plying their wares since before the National Park Service gave everyone a place to play. As we celebrate 100 years of national parks, it only seems fitting to reflect on some of the brands in our industry that have been outfitting our adventures, our ...read more

Logo

Hillsound Sponsors Famous Yeti Snowshoe Series

Vancouver, BC – Hillsound, the leading producer of winter traction equipment and gaiters for urban and outdoor enthusiasts, announced it will be a sponsor of this year’s Yeti Snowshoe Series. Founded in 2001, the Yeti is Canada’s oldest and largest snowshoe racing series with ...read more

FLIP_FRONT

YETI introduces the Hopper Flip™ 12

For more information, contact: Thacher Stone, Backbone Media thacher.stone@backbonemedia.net YETI INTRODUCES THE HOPPER FLIP™ 12 The Ultimate Day-In, Day-Out Soft Cooler Austin, Texas (July 12, 2016) — YETI®, a leading premium cooler and drinkware brand, is expanding their ...read more