When you consider what to wear when working outside, you think about the clothes needed to stay protected — warm or cool, dry and always comfortable. You want outerwear you can move in and that keeps you going throughout the day. You want comfort with durability. DRI DUCK is an apparel brand crafted for outdoor work — providing high quality, comfortable clothing that lasts.
DRI DUCK decided to launch its products directly to consumers in the second half of 2017 and wanted to expand its brand awareness to key audiences in targeted geographic markets.
Traditionally, DRI DUCK used a strong B2B model to sell its apparel through wholesale distributors and wanted to grow its business with the addition of a B2C model. Not only was there a challenge to educate an entire new audience about the brand, there was also the challenge of engaging consumers and nurturing them toward buying DRI DUCK products. That’s when an innovative social media strategy changed everything.
DRI DUCK decided to launch its products directly to consumers in the second half of 2017 and wanted to expand its brand awareness to key audiences in targeted geographic markets. Driving awareness and positioning DRI DUCK as a go-to brand was a major goal for the company, considering it was moving into a crowded consumer market for the first time.
Along with that, DRI DUCK sought to drive consideration and purchase of products against competitors like Carhartt and Duluth Trading Co., and convert new traffic on driduck.com into customers and email subscribers.