FIRSTLITE



First Lite was the convergence of two of my passions: creativity and the outdoors. When I joined the team, it was an exhilarating time, surrounded by talented individuals. While First Lite had the support of MeatEater, there was a distinct lack of creative leadership in their production and photography efforts, presenting a ripe opportunity for the brand's evolution.

THE LAUNCH OF TYPHA

On my first day at the job, during an exclusive summit with some of the most esteemed individuals in hunting, I discovered that First Lite would be venturing beyond the familiar terrain of the mountains and cornfields of the Midwest to make its mark in Waterfowl. From that pivotal day onward, it marked the beginning of numerous campaigns, each a sprint to the start of the season featuring a new camo pattern and a lineup of products.

So, how did we navigate and accomplish this ambitious undertaking?

HIT THEM RIGHT IN THE FUNNEL

To convey that our foray into waterfowl was more than a mere announcement but a reflection of our commitment to the hunting community, we devised a multifaceted content strategy:

Top of Funnel

Prospecting videos and advertisements for Connected TV (CTV) to reach a broad audience at the awareness stage.

Middle of Funnel

Unscripted series profiling individuals within the company with a longstanding history in waterfowl. This aimed to showcase First Lite as a brand with thought leaders deeply embedded in the waterfowling space.

Bottom of Funnel

Product videos, how-to guides, and in-depth series delving into every pocket, zipper, and feature. This content was designed to cater to the most dedicated waterfowlers, providing comprehensive insights into our gear.

This strategic approach ensured a comprehensive and engaging content journey, from initial awareness to in-depth product understanding, aligning our brand with the core values of the waterfowling community.

DUCKMADE SERIES

Duckmade was our definitive statement, emphasizing that our entry into the waterfowl space wasn't a blind leap but an intrinsic part of First Lite's DNA since day one.

This initiative involved profiling key individuals within the company with a rich history in waterfowl, strategically positioned in the middle of our content funnel. The goal was to illuminate First Lite as a brand not only venturing into waterfowl but one rooted in genuine expertise.

We chose to showcase four individuals:

  • Ford Van Fossen - Director of Brand

  • Ross Copperman - CCO

  • Kevin Harlander - Director of Community

  • Casey Hawkes - Director of Customer Service

THE NITTY GRITTY

PRODUCT VIDEOS

For the most core of consumers, the ones that obsess between items before making a purchase, we tailored a specialized video series.

We categorized these videos into two segments:

THE NITTY GRITTY

  • In this series, we delved deep into each product category, providing an intricate narrative led by our product designers. These videos unraveled the story behind every component — whether it be the zipper, pocket, pattern, or the entire life cycle of the product. For those seeking exhaustive insights, this series served as the ultimate resource.

Available Now

  • Strategically playing to multiple channels, we leveraged these videos as both Connected TV (CTV) and digital ads. Simultaneously, these videos offered our audience a comprehensive yet succinct overview of the product, catering to their diverse preferences and platforms of engagement.