Vibe: Integrated Marketing AOR: Social | PR | Digital | Creative
While having passionate founders and a strong customer following, Vibe Kayaks was still a young company carving out its identity within a very active category. They had successfully developed a strong and trusted product for kayak fisherman at a price that was competitive but came to Seed Factory to build their brand architecture, further define their brand position and develop their brand personality.
We took a holistic look at the brand to determine the best approach, tone and positioning that would resonate with their current customer base as well as new customer targets—the outdoor and active minded consumer. We executed a fully integrated marketing effort—using consistent visuals and messaging—to promote their brand, products and initiatives across multiple customer touch points. This included all advertising (print and digital), photography, video, search, social, PR and email marketing. For the digital efforts, we restructured the Vibe website and SEO efforts to maximize online exposure and increase rankings and results.
- Increased product sales in all categories that also led to the Vibe Element Coolers selling out of inventory within four weeks.
- Increased social media engagement—their Instagram following increased from 12,000 to over 27,900 followers with an average of 600 likes per post.
- Secured strong editorial coverage, including the Vibe Sea Ghost 130 winning “Kayak of the Year” award in 2017.
- Increased subject matter expertise via Vibe executive and Pro Team contributed content.