YETI
Marketing Funnel

Project Context
Academic marketing strategy project completed as part of my Master of Science in Marketing at Arizona State University. This case study analyzed YETI's customer journey to understand how the brand guides consumers from initial awareness through conversion and long-term brand advocacy using an integrated marketing funnel.

This project strengthened my ability to evaluate how integrated marketing strategies influence customer behavior across the entire buyer journey. Rather than focusing on individual campaigns, I analyzed how branding, storytelling, content marketing, and customer experience work together to move consumers from awareness to long-term advocacy. The experience reinforced the importance of building meaningful customer relationships through consistent messaging and strategic touchpoints across every stage of the marketing funnel.

Project Snapshot

2.1 Million Instagram Followers

5 Marketing Funnel Stages

Daily Stories & Reels Strategy

Premium Community-Driven Brand Positioning

These metrics highlight YETI's emphasis on consistent content creation and relationship-focused marketing.

Client Background

YETI is a premium outdoor lifestyle brand recognized for its high-performance coolers, drinkware, bags, and outdoor gear. Beyond its products, YETI has built a loyal community through storytelling, influencer partnerships, experiential marketing, and customer-generated content. This project evaluated the marketing strategies that contribute to YETI's strong customer loyalty and premium brand positioning.

The Problem

Premium brands must justify higher prices while building long-term customer relationships. The objective of this analysis was to evaluate how YETI successfully attracts new customers, nurtures purchase intent, converts visitors into buyers, and encourages repeat purchases and brand advocacy through every stage of the marketing funnel.

Research

Social Media Presence

• Instagram audience of approximately 2.1 million followers

• Daily Stories and Reels supported continuous engagement

• Content centered around outdoor lifestyles, product showcases, and customer stories

• Strong emphasis on visual storytelling and community building

Customer Journey Analysis

Funnel Stages

• Awareness

• Interest & Consideration

• Evaluation & Intent

• Conversion

• Loyalty & Advocacy

Each stage used different content, messaging, and customer touchpoints to guide consumers toward purchase and long-term loyalty.

Brand Positioning

Research identified several recurring themes throughout YETI's marketing.

• Premium quality

• Product durability

• Outdoor lifestyle

• Community

• Authentic storytelling

• Customer trust

STRATEGY

The strategy centered on understanding how YETI builds emotional connections before asking customers to purchase.

Primary objectives included:

• Increase brand awareness

• Build product trust

• Demonstrate product quality

• Reduce purchase hesitation

• Encourage repeat purchases

• Develop long-term brand advocates

EXECUTION

Awareness

• Awareness

• Interest & Consideration

• Evaluation & Intent

• Conversion

• Loyalty & Advocacy

Each stage used different content, messaging, and customer touchpoints to guide consumers toward purchase and long-term loyalty.

Interest & Consideration

Evaluated how YETI used:

• Product demonstrations

• Customer testimonials

• Behind-the-scenes storytelling

• Educational product content

Evaluation & Intent

Identified strategies including:

• Product comparisons

• Durability messaging

• Premium positioning

• Trust-building content

Conversion

Analyzed conversion tactics such as:

• Personalized products

• Account creation incentives

• Live chat support

• Free shipping offers

• Product recommendations

Loyalty & Advocacy

Evaluated post-purchase engagement through:

• Ambassador program

• Customer-generated content

• Social media hashtags

• Community storytelling

• Brand loyalty initiatives

KEY INSIGHTS

Awareness

Lifestyle-focused storytelling creates emotional connections before introducing products.

Consideration

Educational content and customer stories reduce purchase uncertainty.

Conversion

Personalization, incentives, and a streamlined purchasing experience encourage customers to complete their purchase.

Loyalty

User-generated content and ambassador partnerships transform satisfied customers into long-term advocates.

RESULTS

This analysis demonstrated how a premium consumer brand creates a seamless customer experience across every stage of the marketing funnel.

Highlights included:

✔ Mapped the complete customer journey

✔ Evaluated omnichannel marketing strategies

✔ Identified key conversion touchpoints

✔ Analyzed loyalty-building initiatives

✔ Connected content strategy with business objectives

✔ Demonstrated how storytelling strengthens long-term customer relationships

DELIVERABLES

• Marketing Funnel Analysis

• Customer Journey Map

• Brand Positioning Analysis

• Social Media Audit

• Conversion Strategy Assessment

• Loyalty Program Evaluation

• Customer Experience Analysis

• Executive Presentation

MY ROLE

• Customer Journey Mapping

• Marketing Strategy

• Brand Analysis

• Consumer Behavior Research

• Content Strategy

• Social Media Analysis

• Funnel Optimization

• Presentation Design