Sage
  • Salt R8 Messaging & Campaign

    Messaging Strategy
    Brand Strategy
    Product Launch
    Content Marketing
    Copywriting

    Quick on the heels of the wildly successful Sage R8 launch, expectations were huge for an encore with Salt R8. Yet Voicebox delivered again, diving deep into a long collaborative project with the internal Sage brand marketing and product design teams. Through multiple on-site discovery sessions, story arc development, social campaign ideation and a deep dive into saltwater guide interview transcriptions and cultural filmography, our shop built a messaging strategy, product design narrative and campaign arc that spoke to the heart of saltwater fly fishing culture. Then working with the core internal team—including community manager Alex Blouin and brand manager David Lantz—we distilled the campaign essence into four key words.

    With one core message—More Fight, More Touch—but a foundation of truth and insight, the campaign thinking was universally adopted from shops and reps to the salty guides who lived and worked in the birthplace of the discipline. The work also birthed reimagined category silos with messaging, content and benefits aligned with three specific customer cultures and profiles for Backyard, Grand Slam and Adrenaline saltwater pursuits.

    The sales were stellar but the launch also helped elevate Sage’s stature and position in a category where it had long lagged behind competitors, earning messaging adopting at every stage of the customer funnel and changing the perception of the brand in saltwater locales. “SALT R8 has been fantastic so far,” replied the brand director. “The campaign is really crushing it with the messaging and the overall breakout. Best legs we’ve had on a saltwater product to date." High praise indeed, from the industry leader in fly rod technology.

    Sage Salt R8 Messaging PDF
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