Patagonia’s Yulex® Campaign

Digitally marketing the next generation of Yulex® wetsuits

This one’s not just another product campaign. Although the goal was simple–get the word out and drive sales–the product, the Patagonia Regulator wetsuit, is at the forefront of innovation. Patagonia was the first company to make neoprene-free wetsuits, cutting back on their use of the nonrenewable material known for its energy-intensive manufacturing process.

Two years after releasing this proprietary alternative to neoprene, Patagonia made it available to other companies in the industry. Years on, it’s now a major player in the surf world. And better still, this innovative material does not compromise on performance..

Patagonia needed a digital marketing strategy that could do two things at once: continue to generate awareness for this season’s updated wetsuits, driving engagement and ultimately adoption of Yulex® wetsuits. As Patagonia’s paid media partner, we built a full-funnel paid media campaign to make it happen.

Finding and engaging people who get it

We got to work on a three-phase campaign, moving audiences from the awareness phase to traffic and finally to conversion with a diverse channel mix consisting of Youtube, Google Display, Google DemandGen, Pinterest, Snapchat, and Reddit.

Awareness

The first phase was all about casting a wide net with powerful brand messaging. We drove awareness with video ads pushing Patagonia’s “Equipment for Water People” category and driving to the surf hub on the site. 

Traffic

In phase two, we got more specific. The creative shifted to focus on the wetsuit’s redesign and new technical features. We used a mix of video, banners, and carousels to drive traffic to the Yulex® product landing page.

Conversion

The final phase was optimised to encourage sales. The ads highlighted the technical aspects of the wetsuits, like new non-corrosive zippers and new lining, using engaging video, single-image banners, and carousels.

Exceeding ROAS benchmarks

As with all campaigns, we continuously monitored the results and optimised the campaigns to achieve the best performance possible, adjusting targeting and budget allocation to reach and exceed key performance benchmarks.  

The campaign brought in good numbers, with cost-effective reach, high quality traffic and a strong conversion rate, as well as a ROAS that well exceeded our benchmark, particularly for this sport category.

We look forward to building on these results for the next Patagonia Yulex® campaign.

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