DIGITAL MARKETING | TRADE MARKETING | ADVERTISING | MARKETING CAMPAIGN
Outdoor Lifestyle Brand Retail Activation & Advertising Campaign
Lander
Lander is an American outdoor-lifestyle accessories brand known for rugged, sustainably minded tech gear. To spearhead entry into the Australian market, Lander partnered with Mind Methods to localise creative, activate retail channels, and generate measurable demand around national outdoor-retail chain Anaconda.
TYPE:
B2C, B2B
INDUSTRY:
Consumer Electronics, Outdoor Lifestyle Accessories Brand
SERVICES:
Budget Planning and Allocation, Market Analysis, Audience Analysis, Target Market Strategy, Sales Alignment and Enablement, Data-Driven Marketing Strategy, Competitor Brand Analysis, Integrated Marketing Communications, Content Strategy, SEO Strategy, Social Media Campaign, PPC Campaign, Integrated Campaign, Copywriting, Graphic Design, Product Launch, Consumer Insights, Sales Enablement, Digital Campaigns, Customer Journey Mapping, Market Performance Reporting, Campaign Messaging Framework, Business Analysis, Market Analysis, Competitor Analysis, Customer Insights, Geo-Targeted Google & Meta Ads, Retail Activation, Creative Moodboards, Retail Category Review Decks.
Background & Brief
Lander required an Australia-first go-to-market program that spoke to local adventure culture (think red-dust trails, beaches and bush- no snowy peaks) while funnelling shoppers to the nearest Anaconda store. The brief covered digital ad campaigns, content localisation, trade-marketing collateral and real-time reporting.
The primary objective was to build local brand awareness, drive qualified foot-traffic to Anaconda stores and prove sales velocity to retail buyers.
Key deliverables focussed around an end-to-end campaign setup (creative, media, tracking), Australian lifestyle asset refresh, retail presentation materials, in-store activation support content localisation, trade-marketing collateral and real-time reporting.
“Mind Methods translated our brand for Australian adventurers and turned awareness into real sales. Their data-led approach enabled greater depth in ranging conversations with the Anaconda team”
Kieran Adams, BGZ Brands
Challenges & Context
Minimal existing brand presence in Australia.
Tight 12-week window to hit Anaconda sell-through targets.
Need to demonstrate tangible support to retail buyers for future SKU expansion.
Need to hyper-target around 60+ Anaconda store radii without wasting ad spend nationally.
Strategic & Creative Approach
Crafted an “Explore Australia” positioning - celebrating local landscapes and weekend-warrior adventures. We swapped alpine visuals for beach, bush-walk and camping scenes; produced AU-centric ad copy and influencer content.
Deployed geo-fenced Google Search, Display and Meta ads for 67 Anaconda stores, segmented by outdoor-enthusiast interests and high-intent keywords.
The channel mix included an always-on Google Ads campaign for “backpacks” , “lanterns” and “rugged power bank” queries, supplemented by Meta & programmatic display for awareness.
Retail Enablement – designed pull-up banners, POS cards and a category-review deck highlighting market trends and sell-through projections to support buyer meetings.
Produced Australian lifestyle photo assets and social creatives for always-on rotation.
Built local landing pages, developed key assets for Anaconda store website and main Lander website.
Measurement – live dashboard which combined Google Ads, Meta Ads and retail EDI sell-through files to monitor halo effect on unit sales.
Outcomes & Results
Beyond the numbers, Lander gained a fully localised asset library & influencer roster for future launches, a repeatable geo-targeting framework ready to be rolled out across NZ & broader APAC and internal dashboards enabling BGZ Brands’ US HQ to monitor AU performance in real time without extra reporting overhead.
During the campaign period the following results were achieved:
