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Turning a Product Attribute Into a Rallying Cry

To launch a new LaCrosse technology over 4 different consumer targets in a single campaign, we had to find the common thread.

We dug into each audience group to find the one desire they all shared that LaCrosse tech could answer. The desire ended up being a resounding demand for products that exceed expectations. Products that go above and beyond in comfort and durability.

#huntmilesahead and #workmilesahead were born, becoming badges for consumers to share their own experiences about exceeding limits as well as the love they have for the brand. The hashtags have been used over 7,000 times and continue to rally those who care about going the extra mile.