Let’s Kayak
The Challenge: To establish a distinctive positioning for Kayak in a crowded market where brands typically focus on hyper-masculinity ("bro" moments).
The Insight: Psychologically, having something in the mouth—like chewing or using dip—is tied to moments of intense focus and grounding. This behavior activates oral motor sensory pathways, which can calm the mind, reduce stress, and heighten concentration. For outdoor enthusiasts, using dip is a ritual that grounds them, amplifies their focus, and connects them to the challenge at hand.
The Strategy: Reposition Kayak as essential outdoor gear, aligning the brand with moments of intense focus and challenge. Own the "watershed moments" that define adventures—those exhilarating instances where preparation meets opportunity.
The Execution: The "Let's Kayak" campaign made Kayak a call to adventure. Dynamic visuals captured distant conquests, focusing on grit and challenge. Organic social content highlighted real moments of intensity, while paid media amplified the brand's message across key platforms. A sweepstakes corresponding to Duck Season engaged outdoor enthusiasts, offering gear and experiences tied to adventurous pursuits.
Wrote SEO optimized monthly blog posts to drive traffic to site.
Kayak Content Pillars
Content pillars ladder back up to master brand and guide creation of all brand assets to ensure key communication points hit.
Monthly social media content mapped to content pillars and leveraging lifestyle blog content
We declared ourselves the Official Dip of Duck Season and launched a sweepstakes giving consumers the chance to win hunting gear, gift cards and other prizes.