Origami Paddler is a foldable paddler brand with a mission to get as many “butts in boats” as possible! I worked with them on their social media presence but also did a lot of work to help them hone in on their branding. While the brand itself is a bit wild, it totally worked with its target audience and achieved the goal to be a wacky, fun presence in this market. Their creative was definitely memorable!

Origami Paddler was a Kickstarter success story that went from the dream of a new product to a multi-million dollar company in just a few short months during the pandemic. Their goal was to create a community built on a passion for the outdoors, and they needed help developing a social strategy to get them there.

I helped them develop their brand strategy, messaging pillars, and content plan to help build their initial success into a recognizable brand with a devoted following.

I managed their social media across Instagram, Facebook, and LinkedIn, and later helped them develop a plan to get on TikTok.

The strategy was to lean heavily into UGC to encourage people to share their adventures and start local communities around the paddlers.

This strategy was a success, with customer-created local groups thriving on Facebook across the US and Canada, hundreds of people sharing their adventures online each week, and sales goals being exceeded month over month.

In just 9 months, we saw a dramatic increase in user-generated content submitted, increasing customer engagement. We also saw increased interest in the product as we developed more consistent posts that were aligned with the branding guidelines.

During that time, we saw:

• ROI on social media efforts + ad spend increase by 600%

• Approximately $10m in sales

• Page growth of nearly 5k followers

Managing social with the brand strategy at the forefront also helped build brand equity and create a more loyal fan base around the product. The fun, colorful, relatable aesthetic helped start conversations and get people excited about the paddlers.