CamelBak

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Accelerating Commerce for a Challenger Brand

CHALLENGE

CamelBak, the worldwide leader in hydration, continuously reinvents how athletes, adventurers, and our nation’s military fuel their performance. When it came time to reinvent how their brand connects with today’s experience-starved consumers, they partnered with us. CamelBak’s digital experience now drives users through the eCommerce funnel and improves product loyalty through brand engagement.

CamelBak had a robust social presence, a refined digital language, and a track record of successful integrated marketing campaigns. But, there was still lots of friction in their eCommerce journey — their third-party logistics partner was too far removed from their customer. CamelBak needed a partner to unify their commerce under one platform and deliver the digital experience their athletic, active lifestyle consumers expect.

OUTCOME

CamelBak now has a fully-integrated commerce platform that pairs frictionless shopping with immersive storytelling to deliver experience, increase conversion, and drive consumer loyalty. Their re-designed, mobile-first digital experience is leading consumers to convert at a higher rate, and with a higher average cart order value.

Awards & Press:
2017 OMMA Award – Best Advertising/Promotion Website

Services

  • Campaign Development
  • Conversion Rate Optimization
  • Product UI/UX Design
  • User Experience Research
  • Website Design & Development
View the Site
  • +17%

    average order value

  • +107%

    Conversion Fate for Organic Search Traffic

The Convergence of Commerce and Storytelling

Sound experience design starts with an understanding of the end consumer. To understand how CamelBak’s loyalists, and soon-to-be loyalists, connected with and shopped for their products, we broke their audience into a series of personas that correspond with their attitudinal and behavioral segments.

Once we better understood CamelBak’s core consumers, we could shape stories and an experience that inspire them to achieve the performances and outdoor experiences they dream of. CamelBak’s consumers turn to their hydration products when their knuckles are white, when they’re on top of mountains, or pushing through their last mile — and CamelBak has their back.

More Than a Brand Promise

To extend hydration as a brand promise, we built a calculator that determines just how much water each person needs for peak performance. The useful, highly-trafficked page drives organic inbound search and serves as a valuable engagement tool.

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Enabling Better Commerce Through Technology and Design

To turn experience-driven clicks into cash flow, we worked with CamelBak and their engineering partners to build a robust eCommerce platform powered by enterprise Microsoft Sitecore technology. This shift from a third-party logistics (3PL) provider into an integrated merchandising and logistics approach improves buyer experience and gives the CamelBak marketing teams more control over how they showcase and deliver their products to the end customer. Today’s consumers want to buy wherever, and whenever the want. We integrated a “Buy Locally” option into their platform that uses auto geolocation to drive in-store purchases for nearby distributors. This has resulted in increased conversion rates, higher sales, and more frequent SKU turnover.

Simplified Product Management

No matter how large or small your eCommerce or marketing team is, it is critical to save time through smarter technology. Our commerce build gives CamelBak the ability to make their products available for purchase, as well as track and deploy those products — all unified in one easy-to-use platform. So our commerce build not only delivers a better experience for the customer, but gives CamelBak’s brand managers extra time and bandwidth they need to provide value. Component-driven design and engineering techniques make for a scalable experience that lets us rapidly build new pages and templates to meet CamelBak’s expanding needs. Our flexible content management system build gives CamelBak the flexibility to quickly update merchandise, and run promotions. This not only saves them time and money, but allows for the personalization needed to meet consumer expectations.

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Designing Demand for Camelbak

Our unique approach combines Design Thinking, Agile ways of working, and Lean Startup principles to drive innovation. A project is only as successful as the foundation it starts upon. We started with a rapid knowledge transfer that distilled all the information we needed to frame CamelBak’s business challenge. It broke down silos to identify the the people, processes, platforms, purpose, and outcomes that will define success. Next, our multidisciplinary team, hand-picked for their specific needs, generated ideas, concepts, and solutions. Everything from UX to keyword research, competitive analysis, content strategy, information architecture, and site mapping. We did the research and built all the concepts as real as they needed to be to test our hypotheses for what would resonate with CamelBak’s core customers and stakeholders. After rounds of iteration, we validated viable solutions that continue to drive business results.

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What Gets Measured, Gets Improved

To improve CamelBak’s ability to dive into their data and assess the quality of their traffic, we made substantial improvements to their analytics infrastructure. We implemented the latest in progressive tracking procedures, including custom segments that identify critical on-site behavior. We also added new user behavior event tracking (add to cart, clicked related items, logged in), and set up conversion tracking for Facebook to allow CamelBak to optimize their campaign spend toward reaching specific conversion points. Additionally, we leveled up their advertising technology (ad-tech) stack to handle cart abandonment and uncover insights beyond clickstream behavior. Data from Google Analytics and their other ad-tech technologies will be invaluable for improving future promotions, merchandising, and advertising campaigns.

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Creating a World of Color

Digital Surgeons recognized that consumers were using their CamelBak’s color as highly personal and inspirational accessories. So, whether they were working out or studying up, their bottles were more than just hydration. They were an extension of themselves and the perfect way to add a little more color to their day.

To celebrate getting outside and living an active lifestyle, and to inspire accessorizing with CamelBak colors, we invited CamelBak lovers to share their colorful life with the world through social media. So, from how they match their bottle with their favorite sneakers, to how they’ve customized their bottle with stickers to better represent themselves, by sharing a photo of their bottle in action with #LivingColorful, they could share how they are living colorful and could even win an Apple Watch in the process.

  • +22%

    Instagram Followers

  • +3.8M

    Promotion Impressions

  • +19.92%

    Bottle Sales

#LivingColorful Campagin

To seed content and build awareness of the hashtag, CamelBak teamed up with popular influencers to post engaging social content with their Eddy bottles. The influencers shared their unique ways they were #LivingColorful with their Eddy bottles, wherever their adventures took them.

Helping to further the colorful inspiration, Digital Surgeons created an interactive color experience that showcased fun images shared by CamelBak fans, and allowed users to sort by color to find the adventures that would inspire them. So, whether users were raising their bottles to a beautiful view, or showing off their colorful workout gear, their photos could unite all those who craved a more colorful, fun-filled life.