Led by former Barstool Sports CRO, Deirdre Lester, our team created multi-platform, dynamic packages for first-year clients. Outsider’s online shop launched in 2022, with a large focus on drinkware during the holiday shopping season. Our small team engaged influencers and ideated unique points of consumer contact to draw in customers during the first year of sales. I also led Outsider’s content by creating a range of original series to build Outsider Brand IP and engage target sponsors. Our sponsored content aimed to highlight the synergy between two brands in a single, authentic piece of content. (Learn more about those series here.)

Content on this page:

Partnerships & Sponsored Content

Moultrie-PRADCO Partnership
This content-focused collaboration included endemic and non-endemic strategies:

  • Custom video series to track Jay Cutler’s preparation for deer season using PRADCO products.
  • Marty Smith Podcast Ad Reads
  • Editorial Gift Guides leading into the holiday season
  • “Insider Cam” social content captured from a Moultrie cam inside the Outsider offices – this aimed to demonstrate the product’s functionality to a wider audience in a unique, unconventional way.
    • This “Insider Cam” also sparked the attention of Four Roses. The brands reps reached out following this post to set a strategy meeting.

NASCAR Partnership
– $240K total during the 2022 season
– Included a live concert event activation, live on-location podcast with Marty Smith in Daytona, website ad takeovers, podcast reads across network, and other various social promotion

Internal Marketing: EComm Launch

To launch of our ecomm division, I worked with our product team to find ways to engage customers in as many ways as possible. While this included the typical one sheets for wholesale promotion and banner ad design, it also meant working with our creators to integrate the products into content (more examples of this on the Content Strategy page) as well as analyzing campaign KPIs to optimize the next email or SMS outreach.

Working with our tech team, I also put in place two hard-coded on-site ads: One native ad on the homepage, disguised as a “Best Coffee Mug” product review article, and the second, a thin banner ad in between each infinite-scroll article.

Internal marketing effort also included strategic sales and promotional activities. When the team caught word that the Tennessee football team would smoke cigars if they beat Alabama, Outsider cigars were promptly delivered to their facilities. After the win, Outsider cigars got free press as the players lit them up in celebration.