A mouthguard brand, a New York Jets tight end, and one shoot cut into a football season of social.
Vettex · Freelance, hands-on creative director, partnering with Tyler Conklin
Campaign strategy · Talent-led creative · Analytics and measurement · Video and motion · Product photography · Email design and build
The challenge
Vettex makes a mouthguard with a patented shape that lets you breathe through it. Football season is a fixed window, and the budget allowed one production.
The work
Built the campaign around an athlete partnership.
Tyler Conklin, a working New York Jets tight end, in front of the product.
Planned one production to cover a whole season.
One film, planned to be cut apart into a run of shorter edits and distributed on his channels alongside the brand’s.
Handed over the method as well as the campaign.
Partner with up and coming players instead of established names and grow them into influencers alongside the brand, with contests and giveaways to turn attention into followers.
Showed them how to track it.
UTMs and Google Analytics, so the campaign returned demographics and behaviour.
Cut the film and the shorter edits in After Effects, sized for phones.
Photographed the products.
Athlete-led and product-led posts were designed as two sets.
Designed the emails and built them in Oracle NetSuite.
Designed and sliced in Photoshop.
RESULTS
A season-long campaign from one production, across the brand’s channels and the athlete’s
A social growth method the brand could run itself
UTM and Google Analytics tracking from the start
The film, the cutdowns, the product photography and the campaign emails
Vettex passed $1M in sales for the first time that year, announced by the owner at a staff meeting
Another sports product, and the two ends of how one gets sold: a trade show stand and an Amazon listing.
View Varo Trade Show Assets and Amazon A+ Content