Art Direction / Social Strategy / Photography

The Ask

Go Time Gear aimed to expand its exising customer base beyond a predominantly male, doomsday prepper, which had limited the brand’s growth potential. The objective was to reposition the brand to appeal to a broader audience by emphasizing themes of family safety and everyday preparedness.

The Solution

To broaden Go Time Gear’s market appeal, I developed a visual and social media strategy that presented the brand’s products as essential tools for personal safety and preparedness. This involved featuring individuals in real-life scenarios, emphasizing the gear’s practicality and reliability. The content included educational posts on emergency readiness, user-friendly product demonstrations, and sharable quotes about the outdoors. This approach aimed to make the brand more relatable and accessible, attracting a wider audience interested in personal safety and preparedness.

Our strategic content shift showcases real-world applications, positioning our brand as essential for personal safety and readiness.

By integrating relatable scenarios into our visual storytelling, we connect with a broader audience, emphasizing the practicality of our products in everyday preparedness.

We approached social with a mixed content strategy. Three primary content buckets that all supported the primary goal of reaching a broader more diverse customer base.

Shareable quotes that reinforce the brand ethos and stimulate organic growth.

Educational posts on emergency readiness linked to DTC site blogs, boosting traffic and sales.

Lifestyle imagary to show product in use in real world scenerios.

Impact & Results

This strategic shift successfully expanded Go Time Gear’s market presence, fostering increased engagement across a more diverse customer base. By authentically representing a variety of individuals and emphasizing family safety, the brand cultivated a more broad customer base. The approachable content strategy resonated with a wider audience, leading to enhanced brand loyalty and positioning Go Time Gear as a trusted resource for comprehensive emergency preparedness solutions.