Legendary Whitetails, a successful niche catalog brand and manufacturer of hunting apparel, came to Hanson Dodge looking for strategic and creative guidance. They had their eyes set on growing into a true lifestyle apparel brand with a unique story—a story that could be told through all channels available (not just catalog) to reach potential consumers.
Hanson Dodge and Legendary Whitetails became partners in a two-year AOR relationship consisting of repositioning and branding work, brand activation and an integrated national campaign, which included Legendary Whitetails’ first-ever national television spots, public relations, the design and development of deergear.com, logo and package design, print ads, digital engagement and more.
Legendary Whitetails had been positioning itself as a hunting brand—which immediately lumped them into the same category as the biggest players, like Cabela’s, Under Armour, Mossy Oak, etc.—all brands people use while hunting. However, most of Legendary Whitetails’ apparel was more casual, best suited for people to wear to work, to a party or just while hanging out; wherever they want to show their passion for hunting.
With Hanson Dodge’s guidance, Legendary Whitetails became the brand not about “hunting,” but rather the life a hunter lives every day, when he or she is not out there in the woods; a unique position that no one else owned. We let the other brands fight over a few fall months during hunting season, while Legendary Whitetails connects with its consumer every single day of the year.
Legendary Whitetails’ partnership with Hanson Dodge resulted in a completely revamped and reenergized brand. Hanson Dodge delivered significant increases in brand awareness and positive sentiment—all leading to the most important goal: increased sales. In 2016, Legendary Whitetails smashed it previous records for revenue during their key promotions and the holidays.
A pre- and post-campaign study of the Core Hunting Consumer revealed significant increases in both unaided and aided brand awareness, improved perceptions of the brand’s value, personality and style and a major impact on sales—80 percent of consumers made a Legendary Whitetails purchase after seeing the Hanson Dodge-produced TV and digital spots.
Unaided Brand Awareness, 2015-2016
"Not Again" and "A Happy Hunting Christmas"