Creating for communities: how Yeti builds for its segments

On the surface, when you break down what they are, Yeti products are anything but unique. Coolers, tumblers, ice boxes, bags – these are products made by other brands all over the world. Sure, Yeti will argue their products are better – and we're big fans of a Yeti product at NOAN so we'd probably argue the same – but there are other brands with similar tech specs. What makes Yeti really stand out is the communities it has managed to build organically over time and how they've fostered those communities with connected products, content and experiences.

Founded in 2006 by two brothers, Yeti has grown to become a global power player in the outdoor space. You'll be hard pressed to find someone who spends time in the outdoors, particularly in the U.S., who hasn't at least tried a Yeti product via someone else. Much of that growth occurred during those initial phases organically via word of mouth or social post. Communities of Yeti users began to grow around the core outdoor pursuits and then eventually crossed over into other segments - like those moms who just want to keep their coffee warm (or cold) on the school run.

This kind of organic growth is what brands dream of, but it can be a blessing and a curse. Whilst some brands less connected to their audience might consider 'outdoor pursuits' to be a segment in itself, Yeti realizes that the demographics, interests and behaviors of a hunter in Montana might be very different to a surfer in NYC or San Diego. To complicate things further, they may even have some cross-over. The key to Yeti's success has been to foster each of these segments while not alienating any – and that's where many brands would fail.

World Champion surfer Stephanie Gilmore on a Yeti-sponsored trip © Yeti

Yeti doesn't chase paid for endorsements from celebrities; if a concept or influencer is not core to a community then they'll not touch it, says CMO Paulie Dery as he outlines how strategic the brand has been in its approach:

“You have to give a lot of credit to the people who make up your core; they want to represent you, they want to use your stuff and tell the world about you. You need to keep investing in them.... People invented coolers before we did, so we focus on the brand expression. It is a lifestyle, a way of life, and we celebrate those communities who are out in the wild doing what they do. We’re diligent at staying true to that message."

Doubling down on this approach has enabled Yeti to scale authentically amongst their target segments.

You have to give a lot of credit to the people who make up your core; they want to represent you, they want to use your stuff and tell the world about you. You need to keep investing in them

Yeti has established a strong ambassador roster to connect with its segments © Yeti

What makes Yeti's approach special is that the brand has managed to connect the dots for each segment in a way that feels natural. The ambassadors it chooses are a natural fit for the way of life of its audience. The content it creates is tailored to tell the stories that feel right for the audience and brand. It also designs products that resonate with each segment. This threading is something all brands strive for, and very few manage to pull off.

Even Yeti's exclusive colorways are chosen to appeal to its segments © Yeti

When it comes to the brand's content creation, they even invest heavily in longform content such as sponsoring brand ambassador, surfer and sailor John John Florence's series Vela. Whilst financially these investments are costly, they entrench the brand deeply in the community with the authentic influencers and message. The content itself is smartly matched with exclusive products targeted at the segment.

When you're building a brand it can be easy to chase the next big traffic driver, but do so in an unauthentic way and it can impact how your brand is perceived. In a world of brands trying to get attention, Yeti stands out as one that knows the importance of authenticity. And Paulie Dery believes saying 'no' is as important as 'yes'.

“You can’t chase trends and TikTok dances; if it ain’t you, it ain’t you and I think people respect that in the long run... So holding strong on what we say ’no’ to is super important.”

THE TAKEAWAY:

Consider approaching your audience segments in a way that feels natural and organic
Create a natural thread from your audience segments interests to your products and any membership or content

GO DEEPER:

Read more about Paulie Dery's take here
Sit back and enjoy John John Florence's Vela here.