CASCADIAN OUTFITTERS

cascadian-hero-color

LEVERAGING CAUSE MARKETING

zenni-squiggle_1

CHALLENGE

Starting in 2020, each June Cascadian Outfitters released SPECIAL-EDITION CANS IN CELEBRATION OF PRIDE MONTH, which gave back to the Greater Seattle Business Association (GSBA) Scholars Fund. The largest LGBTQ chamber of commerce in North America, the GSBA Scholars Fund gives students the gift of education and works towards a FUTURE OF EQUALITY. Double Forte was challenged to drive BRAND AWARENESS OF THIS SEASONAL PRODUCT and give-back partnership through traditional media and unpaid social media influencer initiatives.

IMG_3377-small
IMG_3384-small

APPROACH

Ahead of the product launch, Double Forte worked closely with the Cascadian Outfitters team to develop a DETAILED MESSAGING STRATEGY, emphasizing the brand’s commitment to supporting the LGBTQ+ community. Once the brand positioning was finalized, the team introduced the new cans to lifestyle and consumer media through a PROACTIVE PITCH EFFORT, timing the outreach for exposure during Pride Month (June). In addition to traditional media relations, Double Forte conducted outreach to PACIFIC NORTHWEST-BASED INFLUENCERs, sharing details on the new offering and offering to send samples. TWENTY INFLUENCERS OPTED-IN to receive the Cascadian Outfitters limited edition cans, and Double Forte coordinated a CREATIVE SAMPLE MAILING with a cover letter and brand assets for influencers to “unbox” and share with their followers. The team continued conversations with all relevant media contacts and influencers throughout the month of June to pull through coverage following the sample mailing.

RESULTS

In 2020, Double Forte secured 91.38 MILLION EARNED MEDIA IMPRESSIONS, with coverage appearing in outlets including Good HousekeepingYahoo! NewsDistractify and Chowhound. 13 unpaid influencers shared the curated sample mailing on social media, generating 160,451 TOTAL SOCIAL IMPRESSIONS and resulting in 42 IN-FEED POSTS AND STORIES.

Building on the momentum from 2020, Double Forte executed the same program without any product changes in 2021, resulting in 22.54 MILLION EARNED MEDIA IMPRESSIONS. The cans were featured in notable regional and national publications, including 425 MagazineFood Network Online and The Manual. Combined total impressions exceeded OVER 113 MILLION IMPRESSIONS, exponentially increasing brand awareness for Cascadian Outfitters and their commitment to the LGBTQ+ community through traditional and social media during the popular summer timeframe.

Cascadian Rainbow Package_2020

OUR WORK

squiggle-3

Messaging
FRANZIA
Building Buzz with
Merchandise & Messaging

Cause Marketing
CASCADIAN OUTFITTERS
Leveraging Cause Marketing

Product Marketing
THEO CHOCOLATE
Fast Tracking
Holiday Coverage

Integrated Marketing
TORANI
Flavor of the Year

Launch
BOTTLE BACCHANAL
Exclusives Generate Buzz

Media Relations
LIONROCK
Lionrock Becomes the
Go-to Media Source

Influencer Marketing
SILVER SPRING FOOD
Influencers Build Brand Awareness

Event Management
FARM TECHNOLOGY DAYS
Farm Tech Days Exceeds Every Expectation

Integrated Marketing
GOOSE RIDGE
Integrated Approach Builds Momentum

Social Media
RIGONI DI ASIAGO
Introducing Rigoni di Asiago to Millennials and Moms

Event Activation
CLOVER SONOMA
Milk Does a Pop-up Good

Integrated Communications
FRANZIA
Thank You for Being a Franz

Media Relations
BENZIGER FAMILY WINERY
20th Anniversary

Product Launch
LEAFWORKS
Launching a Female-founded Plant Genetics Company

Virtual Event
PRIEST RANCH
Pop Rocks and Rosé

Media Relations
ESA
Garnering Attention for the Gamers