Grizzly Outdoor Corps — How embracing a cause moved a brand forward without leaving an audience behind.

Challenge

More than ever, consumers care about the values and causes behind the brands they buy. But how does a lifestyle brand in a traditionally conservative category take an environmental (and potentially political) stance without alienating its core, let alone winning their support?

Solution

The Grizzly Outdoors Corps was born in 2013 with one mission -- to help conserve outdoor resources for future generations. Not by hugging trees or waving protest signs. But by celebrating the real-life results of habitat conservation -- more fish, bigger trophies, and enduring outdoor traditions.

Results

“Habitat Conservation For All The Right Reasons” struck a chord. At 140,000 members, GOC has evolved from cause-marketing program to cornerstone brand platform, funding projects, promoting awareness, hosting Expeditions, and dramatically increasing brand relevance among new, core and competitive audiences.

Let’s talk.

Jay Cooper

Jay Cooper

Principal, SVP, Group Account Director

901-523-2000
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