The brand website was a strong source of product engagement but lacked cultural relevance especially during traditionally slow traffic periods. Our goal was to drive digital engagement on Camel.com and make the brand feel more culturally connected.
Mid-week Wednesdays were particularly slow a point when consumer energy dipped. We created The Hump a hub of original content designed to get users through the mid-week slump while keeping them engaged with the brand.
Launched The Hump as a recurring content series releasing original content every Wednesday from listicles to episodic series Demonstrated that small agile teams could make a large cultural landscape feel accessible and relevant Elevated Camel’s digital presence from functional to culturally engaging strengthening ongoing consumer connection
Next projects.
(2016-25©)
