ROBERT FRAZE

CREATIVE DIRECTOR

Award-winning, multidisciplinary creative
with over a decade of experience spanning
agency, client-side, and tech.

Email
LinkedIn

05 CRAIGSLOST

YETI

AWARDS:
One Show, Merit Direct

PRESS:
Forbes
Gear Junkie
Adweek
Gear Patrol

ROLE:
Creative Director    YETI's GoBox line of ultra-durable gear cases was struggling with low awareness. We learned that every year, over 14,000 pieces of gear are lost in national parks, so we went to the lost and found section of Craigslist to target the people who needed our product the most. We reached out to gear losers and replaced their equipment in a waterproof, dust-proof, ultra-durable YETI GoBox, so it would never be lost again.

Our grassroots activation took over the outdoor media, racking up over 80M earned media impressions and leading to a 289% increase in GoBox sales, all with a total campaign budget of $5k.

---

INDEX  NEXT

2024 - ROBERT FRAZE