MAKE THE
MOST OF YOUR

ADVENTURE.

landscape-tree-rock-wilderness-mountain-
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RUI WANG 2021

PHOTOGRAPHY BY Creative Commons CC0

OVERVIEW

DESCRIPTION

Smartwool is an American Apparel company that makes eponymous products primarily from treated merino wool. Smartwool is also claimed to have moisture-wicking performance and odor-reducing, anti-microbial properties; it is thus marketed primarily as performance apparel.

An integrated campaign for Smartwool that highlights thermal fabrics is bringing many benefits to users. It is data-driven through the direct product attributes to connect with the target audience.

TARGET AUDIENCE

Smartwool’s target audience is between 25 - 55. These people spend at least one hour per week outdoor. They Participated in a traditional or non-traditional outdoor activity at least once in the past year. And they Purchase apparel, footwear, equipment, and/or technology for outdoor activities. Most of them have kids at home, and they believe they are raising the next generation of outdoor consumers. Most believe it is natural for kids to spend time outdoors and encourage their kids to do so for their health and well-being.

Primary: 
Age: 45-55
HH composition: Homeowner
HH Income: under $50,000-$74,999
Vehicle: Ford F150 Raptor 
Urban/Rural: Rural

Secondary/Potential:
Age: 25-45
HH composition: Homeowner/2-Bedroom Apartment
HH Income: under $50,000-$74,999
Vehicle: Second-hand Toyota Tacoma 
Urban/Rural: Urban

MEDIA CHOICE

OOH Ads, Social Media Ads, Direct Marketing, Postcards

OUTCOMES

OOH Ads

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ATL_202120_ADVE_RuiWang_Smartwool_OOH 2.
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ATL_202120_ADVE_RuiWang_Smartwool_OOH 3.
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Instagram Ads

Postcards

Direct Mail