YETI Product Launch Social Media Strategy
Product launches have never been more competitive. At YETI, our seasonal color launch strategy was working–yet the data indicated it was time to reinvigorate our go-to-market plan to meet the rise of social-first storytelling.
Role
Social Media Strategist
Brand
YETI
Year
Q3 2021
The Strategy
Provided analysis on previous color campaign performance
Conducted a competitor analysis on successful product launch strategies and researched top TikTok and Instagram product launch trends
Proactively pitched a color strategy presentation to YETI Creative, eCommerce, Content, and Consumer Insights teams with 50+ channel leaders and peers across the company in attendance
Briefed in social-first campaign assets that emphasized the product through strong photography and strong POV-style videos
Hosted working sessions with the Creative and Content teams to further develop and refine deliverables at key production checkpoints
Optimized the social run-of-show and managed the editorial calendar for the launch
The Results
The Fall 2021 Color Collection announcement surpassed all previous color launches with 37k likes, a 7.1% engagement rate, and 15k+ actions taken.
Average engagement rates doubled for individual launch moments. Each color launch moment saw strong performance:
Harvest Red – 16k likes, 6.5% ER
Highlands Olive – 13k likes, 6.9% ER
Sharptail Taupe – 21k likes, 5.9% ER
The retail drop TikTok video content I self-produced remains one of the channel’s most successful organic content series with an average of 50-100k+ views per video.
The launch video increased follower growth organically by 8k+ in 48 hours.