PAKA

The Objective

Paka is a sustainable outdoor apparel brand that uses natural alpaca fiber to create high-performance gear. The strategy centered on highlighting the fiber’s benefits such as moisture-wicking, lightweight, dynamic insulation, and odor resistance, framing it as a smarter, all-natural choice for any outdoor adventure.

The Execution

The creative execution relied on a robust testing matrix featuring listicles, feature-benefit point-outs, and catalog-style ad formats. Visuals combined premium product close-ups detailing the fiber’s softness with high-tangibility formats such as split-screens and "us versus them" comparisons. This design approach was paired with UGC sourcing that placed authentic outdoor adventurers wearing the gear in rugged, real-world environments, including hiking through storms and mountain ranges to navigating woods and beaches.

The Creative Unlock & Outcome

Testing uncovered a creative learning by pairing a lifestyle image and a product image together within a single asset, reinforced by highly specific copy that bridged product utility with lifestyle fit. This structural layout emerged as a healthy, scalable winner across the account, successfully driving performance by making the technical benefits of the product feel immediate, tangible, and essential to the consumer.