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DECKED

BRINGING AMERICAN TRUCK ACCESSORY GIANT DOWN-UNDER

2019

CLIENT — DECKED Australia

FOCUS — Video Content, Photography, Graphic Design, Content Strategy, Social Media Management, Marketing Strategy, CMS management, E-mail marketing, E-commerce Development & Strategy

ASK

DECKED Australia had the ambitious goal of breaking new ground in Australia after the huge success by their USA counterparts. A robust solution for in-tray storage, it boasts the most versatile components of any competitor on the market. They required a ground-up solution and a partner who could assist with website building, marketing strategy, content production, ad management, ambassador building, social growth, email marketing and all other areas of marketing.


THINKING

How could this innovative solution breakthrough the clutter and establish itself as a market leader? The DECKED brand has a tremendous amount of recognition in the USA, however, it was relatively unheard of in the Australian market. It was prudent to take the learning from the early years of this company and transition the understandings to suit the cultural values of Australians. LITTLEMIDDLE was tasked with finding efficient ways to tap into clusters of engaged audiences and deliver a comprehensive user experience when they journeyed to discover the brand.


SOLUTION

LITTLEMIDDLE first identified a comprehensive marketing strategy that would fit within the indicated budget by DECKED Australia. This outlined a list of immediate tasks, prioritising grassroots growth strategies through content and social media. The most important task, however, was to build replica of the USA website that would include unique vehicle finding code and a comprehensive eComm solution. We worked with freelancer Owl & Monk to provide the expectations and framework as well as the content and copy. Extensive video and photo content was produced for organic social growth as well as being intended to be used as keyword targeted ad content. Pillars of importance pertaining to customer interest were identified (fishing, 4x4, outdoors, surfing, hunting) and hyper targeted content was developed especially for each. Online email subscriptions were established with a set of automated responses (welcome, abandoned cart, lifestyle specific, etc). We worked with lifestyle publications that reflected our customers pillars to develop tailored campaigns with sales drivers. Ambassadors such as Mick Fanning and Mark Labroy from 3 Blue Ducks were onboarded to help promote the brand and leverage their already engaged audiences.

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Team

ACCOUNT MANAGEMENT — Demetri Conias

VIDEOGRAPHY — Demetri Conias, Tomas Ryan

GRAPHIC DESIGN — Tomas Ryan

DIGITAL MARKETING — Tomas Ryan

SOCIAL MEDIA MANAGEMENT — Demetri Conias

FROM THE CLIENT

LITTLEMIDDLE helped us get off the ground here in Australia. We commissioned them for all marketing activity pre and post launch including developing the website, all content, all marketing strategy and execution and social media management. These guys know their stuff and helped drive our early success. They we're great at working with ambassadors for the brand, even getting legend Mick Fanning on board as part of the team!