Transforming Solo into an outdoor living icon
Assignment
Reignite the love for Solo Stove, the brand that developed the world’s most popular smokeless technology, by making it a household name within the outdoor living space. Looking beyond fire and expanding into new categories, the Solo brand developed and launched a variety of new products all with the same goal of elevating every moment spent outside and turn simple gatherings into lifelong memories.
Approach
- Architected a comprehensive brand messaging framework to pivot Solo Stove’s identity from “fire pit manufacturer” to an all-encompassing outdoor lifestyle leader.
- Orchestrated high-impact launch campaigns for the Windchill Cooler and Steelfire Griddle, successfully penetrating the premium cooling and outdoor culinary categories, while still maintaining focus on the legacy product, Fire Pits
- Secured top-tier earned media through a bespoke outreach strategy, leveraging hands-on product testing, exclusive editor Q&As, and a rigorous industry award submission circuit.
- Created a comprehensive outreach calendar to maintain a steady drumbeat of coverage between launches
- Spearheaded “National S’mores Day” seasonal mailers, leveraging brand-central storytelling to strengthen relationships with top-tier media and influencers.
- Represented Solo at trade shows to showcase product to media and influencers
Results
- In just six months, secured nearly 200 placements and 5B impressions in needle-moving national publications including Business Insider, Wall Street Journal, Gear Patrol, Good Housekeeping, WIRED, Popular Mechanics, and more.
- Reintroduced the brand to media and influencers, driving meaningful results to help in repositioning the brand for future success.