Collection Launch for Wondery Outdoors
Brand
Wondery Outdoors
Type of Client
Women's Apparel, Outdoors
Project Type
Campaign, Go-To-Market Launch
My Role
Project Lead, Marketing Director
Challenge
Wondery was launching their most technical — yet style-forward — apparel collection yet. We needed to ensure the new products resonated with the current audience while also finding product-market fit with new audiences.
Strategic Approach
I introduced Product Marketing to Wondery's mix, including:
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Competitor research and social listening
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Differentiated product positioning
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Product copy
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Campaign copy
As a team, we combined both brand and product positioning to drive impactful messaging and strategic art direction. We then aligned that across all channels, ensuring cohesive storytelling across organic social, email and sms, influencers, product pages, and paid media.
Result
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Created 3 new best sellers at 4x higher sell-through rates and +50% conversion rates
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Huge impact from organic social and influencers, with +50% conversions from social, despite -50% less influencer spend
the product marketing
Positioning
Premium Finishings for Peak Functionality
