Hello EMJ team!
On this page you will find two Male-focused brands where we developed the strategy and built and operated a robust yet nimble content engine.
Kramer (a Gibson brand) was the hottest guitar brand in the 80s, but lost its way. But as the pendulum swings, the 80s and 90s are back, as young people yearn for realness. We capitalized on that by developing a content strategy and content engine that would grow followers by over 40% and put up engagement rate numbers that surpass industry standards.
When category leader, Scotts, launched an entirely new line of yard care products, it wanted to appeal to a growing segment of consumers who were more concerned with actually enjoying their yard, rather than just making it look good. The brand encouraged people to “go hard on your yard” because the GOAT of yard care—O.M. Scott—would have their back with natural, easy to use products that could keep their yards in shape. On social, we took inspiration from the countless unexpected ways that enjoyed their yards by repurposing UGC content along with a steady stream of merch drops, online contests, outdoor partnerships and yard care tips.
