Relaunch an iconic 1960s brand to create demand for a high-end 50th Anniversary Book and Box Set on a limited budget with no existing social media following or email list.
While the client had been working on creating this masterpiece for over four years, they were starting from scratch without a website, social audience, email list or any awareness. The Bruce Brown Films website also had minimal presence after years of neglect.
Without a marketing team in place, The Endless Summer Book team tasked us with quickly building a launch plan to hit the holiday market hard in only four months, as well as the team that would execute it.
We always face curveballs in our business, and we welcome the challenge to roll with the twists that come our way. As we approached our holiday deadline, we were informed that production delays would push the product availability back to January. Then Febr…April. In late April we finally got the books. Halfway through the marketing initiative we had to completely change our strategy, timing, and approach to support an April launch.
The Endless Summer Book launch is the perfect example of our approach in action. While an ad agency would have dressed up in surfing garb and said “hang 10!” a lot in their pitch meeting despite having no knowledge of surf culture, we assembled an all-star team of marketers with surfing expertise. For some of them, it was a dream come true to work on this iconic brand, and it showed up in the quality of the work.
Using data clusters and affinity scoring of our target’s collective social media profiles, we found the organizations, news media, celebrities and interests that resonated with them the most.
In addition, we were able to zero in on the exact locations these wealthy surfing fans lived in Southern California for more precise targeting of our media efforts.
We recruited an all star team of talent with previous experience or immersion in the surfing world including a top graphic designer, and a public relations expert.
We build new social properties from scratch, quickly building a fanbase and engaging the audience with nostalgic posts about The Endless Summer to prime them for the upcoming book launch.
We collaborated with a top designer in the surfing space to create a website that would resonate and convert with a design-savvy, sophisticated audience.
Our team worked with The Endless Summer books crew to create two high-quality videos showing off the gorgeous book, as well as a peek behind the scenes.
PUBLIC RELATIONS AND PARTNERSHIP DEVELOPMENT
We landed press in major publications, and secured partnerships with brands such as Red Bull and Surfer’s World Magazine.
Our team helped build a memorable launch party in Huntington Beach, California packed with surfing legends. It turned out to be quite the sendoff for Endless Summer director Bruce Brown who sadly passed away a few months later.
In a very short period of time, we assembled a team, launched an e-commerce site, built thousands of social media followers from scratch, got major media coverage, created strategic partnerships such as Red Bull and Surf World Magazine and affiliate relationships, planned an epic launch party that was the talk of LA and, oh yeah, sold a bunch of books.
On April 29th 2017, we planned an epic Launch Party at the ShoreBreak Hotel in Huntington Beach. A gala for the stars of The Endless Summer, surfing legends and VIPs, as well as a massive attendance of media, we used the event to unveil the Endless Summer Book in person for the first time. With nearly 250 people showing up and a high priced ticket, we also raised thousands of dollars for local surfing charities.
Hosted by surfing legend Robert “Wingnut” Weaver, attendees got to witness Bruce Brown, Dana Brown, Robert August, Mike Hynson, John Van Hamersveld “talk story” over the making of the film, as well as the behind the scenes of the making of the book.