A Short Story About How We Work— A gear company does a lot of advocacy work for the outdoors. They want to share this with their fans to build brand loyalty. The Standard Way— $900,000 Hire an agency. Create a campaign. Creative - 10% Overhead - 20% Ad Placement - 70% Impact? Social Activity - Some Merch Purchases - None Brand Loyalty - Moderate The Friendly Way— $200,000 Engage the community.Create a movement. Creative - 70% Merch - 20% Overhead - 10% Impact? Social Activity - A Ton Merch Purchases - A Lot Brand Loyalty - Incredible
