Helping Pelican give outdoor enthusiasts the confidence to feel truly free by ensuring their belongings stay secure.
Pelican had an adventurous challenge on their hands: launch the Go and Ruck Personal Utility Cases—two entirely new products—directly to consumers. Known for building the most rugged, resilient cases in the world, Pelican had traditionally worked exclusively in a B2B capacity. To compound matters, these new products were launching into a market already saturated with some formidable competition. To succeed, they needed a brand platform designed to create stronger emotional connections while also demonstrating the functional benefits of their products.
The audience consisted of active explorers who shared a powerful emotional truth: adventure is about losing yourself in the moment, and that only happens when the important things are safe. Instead of leading with features or benefits, we focused on the narrative that Pelican's products protect more than just your stuff—they Protect The Adventure by giving you the peace of mind to feel truly free.
With our Protect The Adventure theme in place, we rolled out a full-funnel chronological storytelling strategy. The first stage forged an emotional connection with consumers through high-level lifestyle video content that depicted the products immersed in vivid outdoor environments. At the next stage, the story rationally linked that emotional appeal to the features and benefits. In the third and final stage, the narrative took a hard focus on urgency and conversion to drive sales.
Today’s audiences are frequently multi-tasking and easily distracted. So, the key to getting their attention without causing friction was to deliver bite-sized video content and usage-focused messaging designed to run on social channels. Sequential messaging enabled the story to grow in depth while driving prospects down the sales funnel. The more they saw, the more they engaged, converted, and finally, reciprocated as proud evangelists. By early summer, this positive feedback loop had taken root. Empty space on the shelves was growing faster than Pelican’s capacity to fill it.