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.
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.
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.
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.
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.
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.
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.
Jennifer Keefe
Director of Content Strategy
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