Rhone, a premium men’s activewear brand based in Utah, needed to diversify its portfolio. Its content portfolio, that is. It all started with a conversation with Gary Vaynerchuck. “Your content is indiscernible from every other men’s activewear brand!'' said Gary. “How do you expect to compete with Nike and expand your market share if you’re only representing a specific, narrow demographic?”
In short, their campaign creative looked too much like their competitors’.
“For us, we knew there was a problem,” said Chief Marketing Officer Adam Bridegan. “We were creating really good content, but we weren’t able to generate that content at the scale that we needed to in order to reach new audiences and bring additional customers into our funnel.”