Context:

As an insights intern under Weber Shandwick’s X Practice team, I conducted a case study on a rising DTC (direct-to-consumer) brand, specifically gauging their communications strategies and impact on business.

 I chose the CPG brand YETI Coolers, anomalous for their luxury CPG products and strong consumer base. I presented my findings to the X Practice team at the culmination of my internship.

Methodology:

• Researched brand timeline and digital presence (social media, website). 

• Pulled earned press and business articles to understand general public perception.

• Tracked brand sentiment using social listening software across Twitter handle and mentions. Narrowed down to dates of interest (i.e. NRA controversy, IPO announcement).

Skills:

• Social listening software (Quid, Brandwatch)

• Sentiment analysis

• Market and consumer research

• Deck building and presentation

Insights:

• YETI outranked competitors and incumbents (i.e. Igloo and RTIC) in tweet mention volume with a hub-and-spoke communication model. 

• YETI successfully leveraged their “prosumer,” or their niche target segment—even navigating negative press moments.

• YETI maintained their aspirational brand image through immersive storytelling and IRL brand activations (i.e. brick and mortar stores and tours).