Level Up Your Brand through cohesive Content strategy
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The best socks You Will Ever Wear, Guaranteed.The best socks ever deserve the best content ever. Swiftwick was looking for a new look and new content to better align with their target market, and they came to the right place.
We hooked this Nashville, TN brand up with fresh brand guidelines, new marketing strategy, elevated content writing, new photo content, and a new strategy for brand ambassadors. We also took on Swiftwick's social media presence and created photo and blog content to expand Swiftwick's customer base and reach. All while sporting the most comfortable socks around, of course. Deliverables+ Strategy
+ Creative Direction + Brand Book Design + Social Media Management + Copywriting + Ambassador Management + Product/Lifestyle Photography |
Brand Book
Swiftwick came to us without a universal brand book to align their communications across the organization. Swiftwick needed an updated look and consistent coloring to align their packaging, website, social media presence, and digital advertising. The Swiftwick brand book was born.
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The brand book introduced design elements like green triangle features (emulating the Swiftwick logo), new photography standards, and new colors for Swiftwick's sock lines. We ironed out the brand story and gave Swiftwick a clear picture of their tone, target customer, and brand personality. This included a ton of content writing with clarity and strength to highlight the American-made brand ethos and intrinsic belief that how you do small things is how you do all things.
A brand book allows a company to clearly communicate brand standards to every employee, thus allowing employees to align all communications with the brand look and tone. This is critical to build brand recognition among consumers whether they're interacting with the brand for the first time or the hundredth time. |
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Double Exposure assets
Alongside the brand book, we also provided Swiftwick with creative double exposure photographs to represent individual product lines. They reflect the introspection and presence involved in movement and show the importance of the outdoors in each activity. The background color represents each product line's color, and the activity depicted also aligns with the sock's use. The consumer is able to picture themselves in each of these bodies and each of these places - and Swiftwick socks can get them there.
Social Media
WHEELIE took on social media management for Swiftwick in November 2019. Social management for Swiftwick includes creating posts for their social platforms, interacting with customers on each platform, reporting social data to the team, writing blogs for the Swiftwick website, and managing the athlete team.
Instagram
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We implemented new hashtag strategy and posting schedules for Swiftwick to increase their visibility on the platform. We also implemented a shoppable feed with Linkin.bio to encourage clickthroughs to the website.
We pivoted the imagery on Swiftwick's feed from hardcore male runners to a wider group of recreational athletes to open up the brand beyond racing culture. Swiftwick belives all adventurers deserve to find their best selves outside, and their feed needs to reflect that ethos. |
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Stories
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Instagram stories were previously underutilized on Swiftwick's feed - so we added polls, questions, shopping links, and informational blog posts for followers to engage with. This allows Swiftwick to get in front of customers in a whole new way and easily collect market research data from relevent consumers.
Highlight Icons
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Swiftwick's Instagram highlights needed a refresh - instead of focusing on individual product lines, we wanted to provide customers information without them having to have intimate knowledge of the brand. We pivoted these highlight collections towards information like "Our Athletes" and "New" to quickly inform profile visitors about the brand.
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Facebook
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Instead of crossposting from Instagram to Facebook like their previous strategy, we tailored our posts to the Facebook audience and the unique capabilities of the platform. We provide direct links to products in captions to encourage site visits and feature informational blog posts for clickthrough directly from the profile. This allows us to appeal more directly to Facebook users and provide special value to page followers who might also be following Swiftwick on Instagram.
Twitter
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Swiftwick's Twitter also needed some love, so we integrated text posts, polls, shopping links, and blog posts when approaching the Twitter feed. We also prioritize liking and replying to Tweets that tag Swiftwick to create meaningful brand-user interactions.
Blog Posts
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As part of our social content creation plan, we also create weekly blog posts for publication on the Swiftwick site. These serve to drive organic search traffic to position Swiftwick as a source of industry information.
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Photoshoot
For our first Swiftwick content creation outing, we headed to the mountain biker's paradise of Sedona, Arizona. Swiftwick desperately needed images of female shredders in their newest sock lines, and we provided a mix of action, lifestyle, and product photography for use on all digital platforms.
Results
+ Instagram Impressions grew by 77% since November
+ Twitter impressions grew 52% over 7 months
+ Facebook link clicks increased by 38% after WHEELIE and engagements grew 65%
+ Blog pageviews increased by 219% since before WHEELIE
+ Social traffic to the site increased by 40% since before WHEELIE
+ Twitter impressions grew 52% over 7 months
+ Facebook link clicks increased by 38% after WHEELIE and engagements grew 65%
+ Blog pageviews increased by 219% since before WHEELIE
+ Social traffic to the site increased by 40% since before WHEELIE