outdoor voices marketing

Marketing Unboxed: Outdoor Voices is #DoingThings With Their Marketing

In almost any spin or yoga class, you’re sure to spot someone sporting one of Outdoor Voices’ signature athleisure looks.

The activewear brand makes a statement with their color-blocked leggings and tops that are perfect for both brunch and burpees.

But is their marketing as high-performance as their workout gear? We ordered a women’s tank top to get a glimpse into their customer experience.

✨Want your own Outdoor Voices shirt? We’re giving this peachy tank away to one of our subscribers! Sign up now for some style on your next jog✨

🎯 Retargeting

Before we settled on the shirt, we browsed Outdoor Voice’s site for a while, added one of the “kits” they sell to our cart, then abandoned it.

Right away, we saw retargeting ads for OV products on multiple websites across Google Display network and multiple social media channels. The ads are all colorful, on-brand, and simple — a perfect fit for OV’s low-key, approachable style.

The wide distribution of the ads across channels was impressive. However, we did notice that the exact products we added to our cart did not appear in any of the ads. While the brand is clearly investing significantly in retargeting, we’d prefer to see ads that are more personalized to us as buyers.

🧘🏽‍♀️ User-Generated Content

Outdoor Voices isn’t like most athletic brands that highlight elite athletes. Instead, they feature people of all ages, races, and sizes getting out there and “doing things.”

This idea has clearly caught on, with more than 100,000 posts on Instagram of their customers #doingthings while wearing Outdoor Voices.

The brand features this valuable user-generated content all over their website, in emails, and really, everywhere they can. The community that OV has built around “doing things” is really enviable, and shows the power of the right message on social media.  

📧 Email Marketing

The commitment to colorful imagery and clear messaging continues into every email marketing message.

As soon as we placed our order, we got a solid confirmation email and an email welcoming us into the Outdoor Voices community. And once our order shipped, we got a slow and steady stream of promotional emails about new products, partnerships with other brands, and discounts.

We especially liked the attention-grabbing subject line: “Made for LSD.” Aka, long, slow distance runs. It again leans into this idea that exercise should be approachable for everyone — not just for top athletes.

📦 Wrapping It Up

Outdoor Voices really understands the importance of a consistent and powerful marketing message that connects across social media, email marketing, and on-site experience.

While they missed out on some personalization for retargeting ads, that was really the only thing we can find fault with.

Rating: 🙌🙌🙌🙌 1/2 out of 5

Want even more in-depth marketing reviews? Check out these recent episodes of Marketing Unboxed!


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