Influencer Impact Part 2: Case Studies of Successful Influencer Partnerships

See Part 1

There are certain outdoor brands that have nailed influencer marketing. They have successfully partnered with the right influencers, sending messages that boost brand visibility, engagement, and sales.

YETI is one such brand, which we explore in more depth, while also highlighting the power of influencer marketing to promote a destination. In part two of this series, we look at how brands like YETI benefit from influencers and share a Wataugu Group case study.

YETI and Its Community of Ambassadors

YETI is a brand that has built a community of like-minded individuals, focusing on those who connect with an outdoor lifestyle. YETI’s ambassadors are those who embody the spirit of this brand, showcasing the power of what’s possible when you push the boundaries.

From alpinists and surfers to anglers and chefs, YETI has built a community of ambassadors that show people what’s possible, highlighting a lifestyle associated with the brand’s products. YETI created a model that worked and then scaled. In 2006, YETI had two ambassador communities — fishing and hunting. By 2023, YETI had 15 communities, including rodeo and skate culture. These communities don’t just tell, they show.

At its core, that is YETI’s primary marketing strategy — to emphasize how YETI offerings naturally fit within an outdoor lifestyle.

Storytelling is a major component of that, as the brand creates a more personal connection with audiences. The goal is to tell real-world, genuine stories from outdoor enthusiasts. The brand often uses the power of video marketing, launching short stories rooted in cross-pollination marketing.

By selecting genuine, authentic people who have unique, engaging outdoor stories to tell, YETI has built a $2.6 billion company that does not need to lean on celebrity endorsements. This brand knows how to effectively use influencer marketing to inspire.

YETI Has Achieved Strong Growth in DTC

YETI attributes much of its growth to its marketing strategies and ambassador programs.

By directly connecting to YETI’s customer base, the brand has seen significant growth. In 2023, YETI reported 59% of its revenue was from direct-to-consumer (DTC) sales — a figure that jumped 51 percentage points in less than 10 years.

YETI intentionally shifted from wholesale to DTC so that the brand could better understand its customers to deliver more targeted messaging and develop more relevant products.

Takeaway for Outdoor Marketers

For those ready to revolutionize their marketing strategy, there is a lot to learn from YETI. The main takeaways over the years include:

Community-building: focusing on customer values and their experiences
Lifestyle-centric storytelling: heavily rooted in influencer marketing
Authenticity: featuring real people using the brand’s offerings in challenging environments

Watauga Group’s Partnership With Panama City Beach

Here is an example of when you may want to outsource some of your non-traditional marketing needs, including any new influencer marketing campaigns.

Watauga Group works extensively with outdoor brands, including destination and tourism brands — like Panama City Beach. The approach taken was both unique and successful, as the destination hosted an InstaMeet. Ten influencers were invited to Panama City Beach in Florida as part of a cross-promotion campaign, to share their posts and experiences across their social channels.

In addition:

Unique travel itineraries were created by several influencers as part of an interactive online visitors’ guide, showcasing all that Panama City Beach has to offer. These guides tapped into the influencers’ audience, highlighting what they’re most interested in.
A live X (formerly Twitter) chat was hosted, allowing the destination, influencers, and their followers to openly share their experiences while in Panama City Beach so that others could plan accordingly.