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As a little boy, you hate shopping for clothes. If you could have it your way, clothes would just magically appear in your closet. On the other hand, online games are pretty darn cool, and so is seeing a professional yo-yo guy in action. |
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| Over a four-year period, Renegade was challenged to reach boys, then girls, then boys again, in order to "coolify" the Nautica brand, and increase store traffic. |
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Boys not into clothing, and girls into clothing, aged 6-12. Also their parents, who'll be more than happy to discover a brand that kids will wear without resistance. |
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Depending on the budget, and if we were targeting boys or girls, Renegade devised a variety of ways to engage kids (and their parents). Our first and most successful effort, YoNautica, involved partnering with Yomega YoYo's (back when YoYo's enjoyed a resurgence of popularity) and targeting boys. Combining in-store performances by professional YoYo masters (yes, there are such people), direct mail, local store advertising, YoNautica.com, and a coveted gift with purchase (a YoNautica YoYo and holster), the YoNautica program ended up winning the hearts of kids, as well as a Silver Reggie.
When targeting girls, Renegade orchestrated a 10-market mall tour that included a kids fashion show, and performances by rising pop star Willa Ford. Partnering with Girls Life Magazine, this program attracted crowds and increased sales.
As budgets shrunk, our efforts targeting boys focused on getting them involved with the brand online. The CapTure game was a simple yet engaging test of skill that got boys coming back to NauticaKids.com over and over. |
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| The YoNautica program increased sales in participating stores a record 28%. The Nautica Girls Tour generated a sales rise of 10% among participating stores. Online efforts were most notably for the time kids spent with brand, averaging over 10 minutes per session. |
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