Performance testing a marketing concept.

The Story

Client: We need an exciting idea to launch our new outerwear collection.

Me: Why do you call it the Wind Shell?

I’m an advocate for communicating what’s possible (as opposed to what’s probable) when promoting product attributes. Take the Wind Shell for instance. Designed to be a lightweight jacket to protect you from the wind when walking or biking, no one considered how far it really could be taken. I imagined the ultimate performance wind test and the concept was born.

We outfitted Zach Moxley, a world renowned adventure filmmaker and skydiver in the new RYU Wind Shell, flew to an altitude of 8,000 feet, and the rest is history.

The campaign launched with a teaser on social before the video drop and incorporated a contest and email marketing to extend reach and exposure. The results exceeded all expectations. The video was the highest post ever viewed; the contest was 3x more successful than any previous contest; and the website and email blasts recorded higher than average visits, engagement, opens, clicks and revenue.