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Creating a D2C product marketing strategy for the world's first realtime ski coach that fits in your boot
Creating a D2C product marketing strategy for the world's first realtime ski coach that fits in your boot
Background
CARV is the world's first wearable device that helps you ski better. Since launching in 2016 through a Kickstarter, the product has enjoyed strong levels of growth amongst ski fanatics.
Approaching the 2020-21 ski season however, with greater restrictions for travellers hoping to hit the slopes, CARV needed to reassess their D2C strategy with a more rigorous and efficient approach to social commerce.
My Role
As the strategic project lead, I conducted audience research to identify and understand the social media behaviours of CARV's target market. Connecting these insights with product benefits, I developed a strategic direction, channel strategy and messaging framework for creative content development that would help the brand hit their seasonal sales targets.
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