Bethany Hamilton is a professional surfer, New York Times bestselling author, inductee to the Surfers’ Hall of Fame, and a mother of two. Yet the American public thought of her as the 13-year-old shark attack victim of Soul Surfer fame. She needed her brand to grow up, attract a broader audience, and provide new financial revenue streams.
In-depth data analysis and qualitative focus groups confirmed Bethany’s core audience was at a crossroads. They were making the transition from teenager to adult. Life was busy, fulfilling but stressful. They were afraid of not living out who they were created to be.
We began by developing Bethany’s brand belief. We created a strategy that positioned Bethany as a modern-day role model for how to live an unstoppable life. Using faith as her compass, she could show you how to live a joy-filled life and dominate any obstacle that comes your way. From there, we built a business model of high quality content, a premium website experience, and a range of new products and services that could monetize her belief. Finally, we modernized her brand identity to talk to a new generation of savvy millennials and created a mobile-first digital experience that drove engagement and conversions.
– 50% increase in website traffic
– 10 x increase in social shares
– Multiple new revenue generating products