bote

The Background

BOTE is an outdoor lifestyle brand that blends design, aesthetics, and functionality to create innovative watercraft and gear for outdoor enthusiasts. Initially focusing on stand-up paddleboards, BOTE aimed to enhance the experience through optimized designs. Over time, the product line expanded to include inflatable kayaks, floating dock systems, and other innovative watercraft, continually embracing individuality and innovation.

THE ASK: Develop a campaign that introduces new customers to the Hybrid Collection while embodying the BOTE lifestyle.

Project Timeline: 7 Days

Role: Strategist

Strategy: Anja Korenc and Aisha Cheeks | Art Direction: Anja Korenc

THE CHALLENGE

BOTE’s premium price point creates a barrier for consumers unfamiliar with the lifestyle, making it crucial to find and engage the right audience. Shifting cultural trends toward outdoor recreation and wellness presents an opportunity to position the Hybrid Collection as an investment in adventure. The challenge is effectively communicating this value while overcoming cost perceptions.

OUR AUDIENCE

Through survey reports and social listening, we found that our target audience, the Wanderlust Professional, is yearning for a way to disconnect and rediscover balance. They are fitness-focused outdoor adventurers who crave weekend escapes.

They want adventure, but the lines between work and life become so blurred they don’t truly clock out.

Wanderlust Professionals are affluent, city-dwelling adventurers (ages 25-45) who live near water—coastal, river, or lakeside—seeking escapes from their daily routine.