Alpkit
For nearly 10 years Alpkit was the best kept secret in the outdoor industry. For those in the know, the brand was a chance to get high quality, brilliantly designed kit at a much keener price than from other high performance brands. One of the first Direct-to-Consumer businesses in the sector, Alpkit cut out the middleman and passed the savings onto their very loyal customers.
A couple of years ago, the business changed ownership and began to build from their solid niche towards becoming a serious player in the UK outdoor and active market. Rapidly opening stores and expanding it’s team and product offer, Alpkit is on a charge to grow quickly.
Creative strategy:
Acquisition through retention using the distinctive Alpkit brand voice. Give Alpkit’s highly loyal customers the language to convert others to the brand. Community has always been a strength of Alpkits. A large network of active, engaged and motivated customers, friends and ‘Alpkiteers’ provide a large amount of authentic stories. We’ve helped Alpkit tell these stories with a big dose of their friendly, tongue-in-cheek, fun brand voice, whilst still keeping things commercial.
Tactics:
Storytelling without a commercial goal isn’t effective marketing. We ensure that Alpkit have the assets and collateral they need to leverage their community stories into sales.
Photoshoots capture the brand, community and provide clear product imagery, while also ensuring visual consistency across channels.
We also carefully curated a selection of stories, tips, useful content and, crucially, product focused communication, to create Outpost, a piece of print collateral which primarily builds brand equity.