Going Beyond ‘Just Another’ Sustainability Story.
Businesses across industries are making it a point to weave a sustainability story into their messaging. INSITE® Insoles took the effort a step further, innovating an insole with the highest level of bio content while maintaining optimal performance, comfort, and support. INSITE just needed a way to communicate that differentiating sustainability story clearly to footwear brands.
This engagement began as a conversation about maximizing updated brand messaging with a robust content strategy, and we achieved that goal through our proprietary methodology for successful brand partnerships. Regardless of industry or type of client, we follow a proven process that considers a brand’s strengths and weaknesses, challenges and goals, and applies industry research, data, and purposeful strategy to deliver on the initial request and elevate the brand overall.
Shaping Brand Messaging and Identity Around Industry-Leading Sustainability
The INSITE brand has been evolving since our initial partnership, and our work has evolved with it. We helped support the brand’s innovations around sustainability by conducting in-depth competitor analyses and industry research, and refining their overall brand messaging. We initially made incremental messaging and visual updates to their former website to better communicate their value, but INSITE had its sights set on a much more significant overhaul of its website, with a focus on content strategy to help amplify their unique brand and sustainability story.
Elevating the Brand Through Strategic Content Creation
Our industry research helped us identify topics and trends for content where INSITE could insert its unique voice and expertise, and amplify its presence online.
We developed a content strategy and created a number of assets, including a brand video, that are offered dynamically throughout the website, helping support and tell the brand story and its sustainability story. We also added refreshed imagery of INSITE’s different insoles, helping tell a visual story that supports the brand’s sustainability and performance claims.
Creating a Buz
As part of a campaign to generate interest and cast a wider net, we implemented programmatic display advertising that promoted the brand’s plant-based and high-performance insoles and offered up a customized insole sample. This highly-targeted campaign effort drove awareness around INSITE’s sustainability story.
A Whole New Online (and Offline) Presence
With the launch of INSITE’s new website, the brand is able to more effectively showcase its focus on innovative manufacturing processes to create insoles that lead the industry for sustainability and performance. Additionally, we created messaging around INSITE’s unique partnership with the Functional Orthopedic Research Center of Excellence (FORCE) Lab at Oregon State University–Cascades, which allows them to apply biomechanics research to insole designs based on breakthrough technology and the work of Dr. Christine Pollard.
Adapting the Story for Scale
INSITE continues to refine its approach to insole manufacturing for even greater sustainability, comfort, performance, and support. Our work to establish a strong brand message architecture has supported INSITE as it evolves with the market.
A Continued Focus on Content
In tandem with the website redesign effort, we also conducted keyword and competitive research to bring our earlier findings more up-to-date. As a result, we were able to add new assets to the content strategy, including an email newsletter featuring recent thought leadership content. These continued efforts help reinforce the brand’s credibility and generate greater brand awareness.
It’s been extremely rewarding to be part of the evolution of the INSITE brand as they have adapted to a more sustainability-focused market. And they not only adapted, but they innovated an insole that leads the industry in sustainable content and performance. Having such a great sustainability story to tell really helps drive a successful content strategy and pays dividends in brand awareness and growth.
Jennifer Keefe
Director of Content Strategy
Services Include:
- Content Marketing Strategy
- Social Media Marketing Strategy
- Content Strategy Management
- Thought Leadership & Long-Form Content
- Content Performance Measurement
- User Experience & User Interface Design