PROJECT: Strategy, Social Media, Paid Media, Production, Campaign

Turtle Fur

Turtle Fur has outfitted outdoor lovers since 1982. From the original neck gaiter to full‑season gear, everything is performance‑ready, sustainably made, and B Corp certified. We came on as their social and marketing partner to match the brand’s grit and warmth and help sharpen how they showed up online across social, paid and email.

The Challenge: Turtle Fur had the heritage, the product, and the loyal community, but their digital presence wasn't keeping pace with the brand's potential. With a big Q4 season on the horizon, they needed content that converted, a TikTok strategy built for the algorithm, and paid media and email burst that actually drove sales.

SOLUTION

We worked across the brand making sure each channel was pulling in the same direction and built to perform. From NYC production shoots to a ground-up TikTok strategy and a paid media playbook engineered for Q4, every element was designed to work together. Alongside agency partners, we also supported activations and brand moments, making sure the work extended beyond just the feed.

Social Playbook

Defined intention, tone, approach, style and a consistent visual language across all platforms with a unique social playbook. A full social audit, and a clear mission for why Turtle Fur was showing up online in the first place. The kind of document that means everyone, whoever is posting, writing, or shooting, is working from the same page.

TikTok Strategy

Built a TikTok strategy from scratch: insights-first creative, trend-savvy but natural for the brand and made to grow. We didn’t have a huge bank of footage to pull from, so we found ways to make what we had work harder. Relatable ski and winter humor was a big part of the approach, content that felt immediately familiar to anyone who spends time on the mountain. The numbers followed.

Turtle Fur

just a girl who voluntarily subjects herself to pre-sunrise cardio in subzero conditions, keeps an ongoing list of cloud shapes in her phone notes, gets into heated debates about whether cereal counts as soup and once spent an entire paycheck on a vintage leather jacket she saw in a thrift store window just because the previous owner left a grocery list in the pocket that said “banana bread ingredients + something that sparkles”

Turtle Fur

Best Q4 on record

SEPT 2025 – FEB 2026

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Social First Shoot

Our New York crew shot across the city over a few days: stills, video, and short-form content pieces spanning organic social, paid creative, BTS and activations. Keeping the crew lean and light meant staying flexible and moving fast. A few of those pieces became the best-performing content the brand had seen in months.

Email That Converts

Email was brought into the mix as a direct line to purchase. Campaigns were planned around key moments in the calendar, new drops, seasonal pushes, with copy and creative designed to get people clicking through and buying. Not newsletters for the sake of it. Emails with a job to do.

Paid Media

Paid media was planned around Turtle Fur’s peak season window. Each month came in stronger than the year before, sales up between 36–53% across the quarter, with ROAS on Google and Meta improving consistently, peaking at 8x in November. By the time December closed out, it was their strongest Q4 on record.

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