Pakmule
How Elevate Campaign turned wildly creative content into evergreen ROI-ing assets.
Pakmule
Industry
Outdoor Equipment and Adventure Gear
location
Texas, USA
Years in Business
est. 2016
Employees
1-10
Website
pakmule.com
The Short Story
Pakmule has an incredible product and has established a really cool brand. They’re trailblazers in the outdoor equipment sector, specifically premium cargo carriers. They came to us at a crucial juncture in their growth journey.
Although they already excelled in crafting wildly creative content—producing engaging videos, compelling social media posts, and churning out podcast episodes—they found themselves constantly reinventing the wheel with a nagging sense they could be pulling different levers. Their challenge was to optimize and amplify the impact of their existing content.
With a firm grasp on their innovative product lineup, they aspired to further broaden their brand engagement and infiltrate a larger audience. Their mission was to effectively harness digital channels in a way that would narrate their adventure and family and friend-centric values, all while solidifying their market presence and driving sales. However, a fragmented strategy and inconsistent storytelling across platforms and a lack of clarity around their potential buyers were holding them back, necessitating a cohesive narrative and impactful delivery.
The Solution
At Atlas Rose, we love a challenge.
We knew the fastest path to make an impact for Pakmule would be an Elevate sprint. Specifically: The Elevate Content Driven Campaign, aimed at crafting an engaging narrative through video, social, and written channels, designed to capture the essence of adventure that Pakmule stands for.
Pakmule needed results … fast.
They didn’t have time to spend months and months in strategy and development. We knew we needed to attack their revenue goals with strategic intensity through the power of an ultra-creative campaign.
Elevate Campaign is for the brand that has one simple goal … more closed leads.
In a few short weeks, Atlas Rose delivered strategic campaign direction, campaign assets, plans for execution and testing, the tools to manage it all, and ongoing coaching as campaigns were executed.
The Path To Success
Brand Standards
Our initial task was to deep dive into Pakmule's existing brand identity to establish a foundation of the right message, to the right person, the right time, and the write way. During this phase, we uncovered that their target market craved adventure, getting out of the city, and premium, innovative products —a combination we embedded into their core messaging and brand language.
Simple Content Strategy
By closely analyzing Pakmule’s keywords and questions buyers ask, we discovered opportunities to hone their story. We zeroed in on the most compelling messages—stories of real-life adventures and authentic experiences—that resonated deeply with their audience, thereby sculpting a strategy that accentuated these narratives.
Advertising Strategy
Our advertising strategy for Pakmule began with a creative ideation process that engaged both our team and Pakmule's core members in collaborative brainstorming sessions. This led to the development of three narrative tones—funny, inspirational, and informative—each designed to address distinct audience needs and desires. Throughout the execution of the campaigns, we would implement a series of A/B tests to evaluate the effectiveness of these tones, ensuring authentic resonance and engagement with target segments. Building upon what we learn, successful campaigns become evergreen content funnels that seamlessly integrate captivating visuals and emotional storytelling to drive audience engagement and conversions, while maintaining lasting relevance across digital platforms.
Asset Development
Pakmule was able to produce a suite of campaign assets that exemplified Pakmule’s brand authenticity, all fueled by the creative ideas from our brainstorming sessions. By developing advertisement packages rich in both storytelling and striking visuals, we were able to lay the groundwork for lead capture and nurturing deliverables that resonated with buyers and led to sales.
Campaign Deployment
Rolling out the campaign assets involved a deployment across multiple platforms, ensuring each piece was delivered at an opportune time for maximum testable impact.
Campaign Management
As we continue to test and refine the output from our initial campaign assets, we have been able to track developments and adjust strategies in real-time, ensuring the campaign remains aligned with audience response and market trends. This adaptive approach ensures consistent traction and optimized results, cementing Pakmule's strengthened market presence. Throughout the execution of the campaigns, we would implement a series of A/B tests to evaluate the effectiveness of these tones, ensuring authentic resonance and engagement with target segments. Building upon what we learn, successful campaigns become evergreen content funnels that seamlessly integrate captivating visuals and emotional storytelling to drive audience engagement and conversions, while maintaining lasting relevance across digital platforms.
"Before working with Atlas Rose, we were fans of our ideas, but knew we weren't capitalizing on them the way we could.
Aligning good ideas with a strategic process has made all the difference. And getting more mileage out of our content is impacting our bottom line in the right way.”
KANSAS, CEO of PAKMULE
Campaign Strategy
The goal here is building out a catalog of funnels that are optimized and cranking out leads and sales. Here’s how we tackled Pakmule’s campaign:
Brand Standards
Finally putting an end to uncertainty, Brand Standards are the foundation on which everything else is built. Without these guide posts, everything we do is a shot in the dark, therefore not strategic at all.
Mood Boards
The mood boards and creative ideation results that shaped Pakmule’s storytelling journey. These visual and conceptual guides capture the essence of adventure and family connection, driving our approach to content development.
