SITKA Gear is a premium hunting apparel brand that elevates the hunting experience through cutting-edge technology, innovation and a customer-centric approach. By blending high performance, environmental responsibility and customer support, SITKA empowers hunters to confidently pursue their passion.
SITKA faced the dual challenge of launching its new camo pattern, SITKA Optifade Cover, while ensuring widespread media coverage across key outlets. The stakes were high: earned media coverage—particularly on launch day—is never guaranteed, making it critical to align strategic efforts to maximize visibility and impact.
Gunpowder's digital affiliate and public relations teams collaborated seamlessly to execute a comprehensive strategy. The approach focused on securing timely earned media coverage while integrating media partners into SITKA’s affiliate program. By offering stipend commission rates tied to the launch date and strategically seeding products with influential outlets, Gunpowder delivered results. This strategy not only secured coverage in leading endemic publications but also enabled direct tracking of performance, linking media coverage to measurable sales and conversions for Optifade Cover.
- Affiliate UTM tracking: Demonstrably measured affiliate sales of more than six figures in total sales - PR Placements: 1,818 affiliate orders generated from 39 pieces of media coverage in top endemic outlets - Orders: Approximately 47 orders per placement, demonstrating the strong interplay between PR visibility and affiliate conversions - PR coverage: Reached more than 293 million UVM during the launch period, correlating to $0.38 in sales per 1,000 UVM, showcasing the effectiveness of media coverage in driving affiliate sales - Top Editorial Affiliates: OutdoorLife, Field & Stream and Hunting Gear Deals drove 75+ orders, contributing to 6-figures in affiliate sales; leveraging 293M UVM from PR efforts, they turned visibility into meaningful consumer action
