What Fuels You
Generating awareness, excitement, and sales when DTC is impossible.
Millennium
Where
Little Kamper
Who
Creative Direction, Campaign Strategy
What
What was special about this:
Little Kamper, a challenger brand competing in the 1lb propane cylinder market run almost entirely by a single juggernaut, needed to compete. With a product that was stronger, safer, and exchangeable (just like your 20lb BBQ tank) it would appear to be an easy win. The catch? They cost 4 times more than the cheaper, disposable tanks competitors sold. And to make it worse, there was no DTC option—Little Kamper cylinders are sold and exchanged exclusively through retail partners like REI and ACE Hardware.
01
What was it?
Knowing we had a niche product on our hands, my team and I set out to tell a story that surrounded the product. We weren’t selling gas. We were selling the outdoors, family and experience. With tens of millions of disposable tanks ending up in landfills every year and the danger of self-refilling disposable tanks, we knew we had true believers that would get behind the increased price and safer model, we just needed to reach them with a story that spoke to their specific beliefs.
“What Fuels you” was the hook. A clever play on words as both a statement and a question and containing no punctuation, the campaign line was literal (satisfying the client’s product-focus) and at the same time positioned the consumer’s motivation and inspiration as the question. Whether our True Believers wanted safety, to save the planet, keep the outdoors clean, or use a sustainable propane product, it didn’t matter. Little Kamper was the answer.
02
Tell me more:
The campaign came to life as a brand film, Meta and TikTok social campaigns, iHeart sweepstakes, and a custom landing page featuring the video and interactive store locator. The core KPIs for the campaign were website traffic, video watch minutes, store locator searches, store visits and sales.
The campaign performed beyond expectations:
15 million impressions
93.5K total website visits (a 105% increase over the previous year)
10K store locator searches
19K store visits
38% sales increase over the previous year
03
What Fuels You
I worked with the amazing team at BLK ELK to create an engaging :60 brand film that captured the essence of “What Fuels You”. We ensured the viewer understood the core differentiator (the exchangeable model) as well as proper usage of the product and wrapped it all in a compelling story of a family weekend outdoors.
