The opportunity
Dementionalize YETI marketing targets into in-depth personas. Our goal was to identify how each persona reflected an opportunity to focus on different KPIs, push different products, and customize messaging to specific demographics.
Inner workings
Each persona was defined by the following elements:
- A snapshot of essential demo and psychographics
- Core cultural influences impacting their worldviews
- A snapshot of coveted objects, reflecting their daily life and values
- Insight around how each audience makes purchase decisions
- Recommendations: Identified how to customized messaging, products pushes, CSR initiatives and experiences that would best resonate with each persona
Deliverables
Elevating YETI’s target audiences into relatable personas, we identified how to not just buy media against different demographics but how to start customizing the way different audiences experienced the YETI brand in a multitude of ways.
Role
- Led development of YETI’s female growth persona
- Collaborated with the team to ensure alignment across personas
- Mentored new strategists on writing in the voice of a brand throughout the persona building process
JENNIE LEE GRUBER 