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Strategy and creative

Case file No. 002

Northfield Outdoors

Northfield Outdoors

Northfield Outdoors

Northfield Outdoors

Northfield Outdoors

Northfield Outdoors

Northfield Outdoors

A new story and a sharper funnel for a gear retailer that had stopped growing.

A new story and a sharper funnel for a gear retailer that had stopped growing.

A new story and a sharper funnel for a gear retailer that had stopped growing.

+212% qualified leads in a year

Northfield outdoor gear website with the headline Gear for the long way round

Client

Northfield Outdoors

Northfield Outdoors

Northfield Outdoors

Services

Strategy, Creative

Strategy, Creative

Strategy, Creative

Timeline

12 months

12 months

12 months

Year

2026

2026

2026

The case / No. 002

01 · The turning point

Good gear.

Good gear.

Good gear.

Good gear.

Wrong story.

Wrong story.

Wrong story.

Wrong story.

Good gear.

Wrong story.

Good gear.

Wrong story.

Good gear.

Wrong story.

Northfield had the product. What it did not have was a reason to be chosen.

Northfield had the product. What it did not have was a reason to be chosen.

Northfield had the product. What it did not have was a reason to be chosen.

Northfield had the product. What it did not have was a reason to be chosen.

Leads depended on discounts. Tracking could not show which ads brought in buyers. And the brand sounded like every other outdoor retailer.

The challenge

Make the brand worth choosing, not just cheaper to buy.

Northfield had the product. What it did not have was a reason to be chosen.

Leads depended on discounts. Tracking could not show which ads brought in buyers. And the brand sounded like every other outdoor retailer.

The challenge

Make the brand worth choosing, not just cheaper to buy.

02 / Creative thinking

The strategic pivot

We changed the
question.

We changed the
question.

We changed the
question.

We changed the
question.

We changed the
question.

We changed the
question.

Explore the thinking that took us from a product pitch to a brand people could feel.

Northfield Outdoors / Campaign concept

GO FURTHER.

Made for the miles that matter.

Approved direction ↗

Sell the feeling. Not the features.

Instead of listing what the gear does, we showed what it makes possible. A more human reason to choose Northfield.

Creative note / 02

“The product is the proof. The adventure is the promise.”

Northfield Outdoors / Campaign concept

GO FURTHER.

Made for the miles that matter.

Approved direction ↗

Sell the feeling. Not the features.

Instead of listing what the gear does, we showed what it makes possible. A more human reason to choose Northfield.

Creative note / 02

“The product is the proof. The adventure is the promise.”

Northfield Outdoors / Campaign concept

GO FURTHER.

Made for the miles that matter.

Approved direction ↗

Sell the feeling. Not the features.

Instead of listing what the gear does, we showed what it makes possible. A more human reason to choose Northfield.

Creative note / 02

“The product is the proof. The adventure is the promise.”

Northfield Outdoors / Campaign concept

GO FURTHER.

Made for the miles that matter.

Approved direction ↗

Sell the feeling. Not the features.

Instead of listing what the gear does, we showed what it makes possible. A more human reason to choose Northfield.

Creative note / 02

“The product is the proof. The adventure is the promise.”

Northfield Outdoors / Campaign concept

GO FURTHER.

Made for the miles that matter.

Approved direction ↗

Sell the feeling. Not the features.

Instead of listing what the gear does, we showed what it makes possible. A more human reason to choose Northfield.

Creative note / 02

“The product is the proof. The adventure is the promise.”

03 / The execution

From idea to impact

One direction.
Three moves.

One direction.
Three moves.

One direction.
Three moves.

One direction.
Three moves.

One direction.
Three moves.

One direction.
Three moves.

One direction.
Three moves.

We made the new positioning work across the story, the creative and the media plan.

01 / Find the signal

118

118

118

118

Leads / month

Audit the real problem.

Four weeks to identify where attention was being lost and which leads actually mattered.

01 / Find the signal

118

Leads / month

Audit the real problem.

Four weeks to identify where attention was being lost and which leads actually mattered.

02 / Make the story

GO FURTHER.

GO FURTHER.

GO FURTHER.

GO FURTHER.

New creative system

Build for the buyer.

Three customer stories, each tested in small batches before more budget followed.

02 / Make the story

GO FURTHER.

New creative system

Build for the buyer.

Three customer stories, each tested in small batches before more budget followed.

03 / Follow the evidence

Illustrative upward trend

Weekly reviews

Back what works.

Shift spend toward the strongest campaigns and make every result accountable.

03 / Follow the evidence

Illustrative upward trend

Weekly reviews

Back what works.

Shift spend toward the strongest campaigns and make every result accountable.

04 / The outcome

12 months later

The figure that changed

More of the
right people.

More of the
right people.

More of the
right people.

More of the
right people.

The figure that changed

More of the
right people.

The figure that changed

More of the
right people.

+212

+212

+212

+212

%

%

%

%

qualified leads in a year

+212

%

qualified leads in a year

+212

%

qualified leads in a year

+212

%

qualified leads in a year

Before

118

After

368

Qualified leads per month

Also improved

-31%

cost per lead

Less waste / more signal

They cut through our noise and gave us one clear story. Leads went up, and so did their quality.

They cut through our noise and gave us one clear story. Leads went up, and so did their quality.

They cut through our noise and gave us one clear story. Leads went up, and so did their quality.

They cut through our noise and gave us one clear story. Leads went up, and so did their quality.

Maya Okafor

/ Head of Marketing, Northfield Outdoors

They cut through our noise and gave us one clear story. Leads went up, and so did their quality.

Maya Okafor

/ Head of Marketing, Northfield Outdoors

They cut through our noise and gave us one clear story. Leads went up, and so did their quality.

Maya Okafor

/ Head of Marketing, Northfield Outdoors

Words from the client

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