Client: Oofos (Boston, MA)
Agency: True North Brand Group (Hingham, MA)
Campaign: Oofos product launch
Duration: mid-May – December
“Our product is experiential, and we're a brand new brand,” explains Duncan Finigan, Oofos' director of marketing. “We have to educate people about Oofoam technology, and it was important to spread the word immediately because Oofoam will revolutionize foam in footwear given its ability to help people recover from whatever they're doing – athletics, work, whatever.”
The team drove product trial and messaging at trade shows and expos through blogger and media outreach and giveaways, and on Oofos' social media properties.
“No one has talked about ‘recovery footwear' as a category before,” says agency CEO Mark Tedeschi. “We had to convey the message to retailers and start talking to consumers in niche markets, such as running and yoga.”
Retailers and athletes experienced the shoes and learned about the technology at eight total trade shows, expos, and events, including the Outdoor Retailer show, the Surf Expo, the Yoga Journal conference, and the Boston Marathon.
“We photographed what we call the ‘Ooface,' which is the look people make when they try on the shoes, posted the pictures in our booth, and gave away shoes and additional prizes for the best ‘Ooface,'” Tedeschi notes.
Giveaways with mom and fitness bloggers began in May. Fitness and outdoor trade media and bloggers were targeted beginning in July, and consumer-focused outreach began in August.
Select women's and men's consumer, yoga, and running traditional media outlets got product for holiday giveaways, as did select bloggers focused on yoga and running.
Pinterest boards were created for multiple target markets, including surfing and tennis.
“Prior to May, sales were increasing at about 10% per month,” Finigan says. “Around May we hit a 50% increase and it's been running at monthly increases of about 10% to 20% since. Tracking data from retailers and consumer shows, we know 95% of those who try the product end up either carrying it or buying it.”
Retail business increased from about 260 stores in May to more than 400.
The campaign garnered 14 traditional media stories and 200 blog posts. Outlets covering the story included Footwear News, Elevation Outdoors, and Women's Adventure.
Followers on Facebook, Twitter, and Pinterest combined climbed from 4,000 to nearly 11,000.
Outreach to various athletic markets is ongoing. Spring and summer targets will include mainstream general interest traditional media outlets.