Summer Gear Guide
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Role: Lead Writer
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Backcountry.com is a billion-dollar, online, outdoor retailer. I’ve worked with Backcountry for over 3 years, this is just one of hundreds of projects.
The Long:
This multi-month, omni-channel campaign hit all the copywriting angles. It had a landing page, dozens of dedicated emails, social posts, paid social ads, affiliate banners, and more. In channel, I blend inspirational and informational copy by eliciting emotional desire to “get outside” while highlighting our top case-proven products.
Landing Page:
All roads lead to Rome. Just kidding, they all lead to the landing page. This is where all the magic happens. The LP consisted of the Summer Gear Guide’s four main categories: Bike, Climb, Hike, and Camp. See the entire experience here.
Email:
With a list of close to 3 million subscribers, our email program is a major revenue and impression driver. While the overall goal is sales, we also want to give our customers expert advice, solid product information, and of course, add some entertainment along the way. Here are a few of my favorite:
Social:
Social is where our brand voice shines. I work with the design and merchandising teams to ensure our laydowns come to life visually and remain engaging.
Enjoy the Summer Gear Guide? You’ll love the winter version.
You’re here anyway, might as well take a look.