Case Study: Walls Outdoor Goods boosts brand awareness and consideration with Swanson Russell’s Anti-Indoor campaign

Walls Outdoor Goods lifts unaided awareness from single digits with Swanson Russell

The customer, Walls Outdoor Goods, faced low brand awareness while competing against larger, well-funded companies in the workwear gear industry. Their challenge was to differentiate themselves and connect with a younger, less brand-loyal audience segment. The vendor, Swanson Russell, was engaged to develop an advertising and marketing campaign to address this.

Swanson Russell developed the "Anti-Indoor" campaign, which positioned Walls as a liberator for tradespeople who are wired to work outside. The solution used bold digital and social media advertising, outdoor placements, and in-store executions that portrayed the indoors as a villain. The campaign was highly successful, moving nearly half of the target audience to highly consider Walls for their next purchase. Swanson Russell's work resulted in a significant portion of the audience viewing Walls as a unique brand and stating the products were for someone like them.

Walls® Outdoor Goods