Sorel: Native and Integrated Partnerships

February 3, 2016

Situation

In recent years, SOREL has moved from being a winter boot brand to being a fashion boot brand.  To grow their share in this category, SOREL needed to win over the young, fashion-forward young female and in particular, the college set.

Between her busy schedule and multi-tasking across several screens and platforms, not to mention her high expectations of brands, we had quite the challenge.  And our budget was a one-tenth that of our competitors – yikes!

We strapped on our SORELs and went back to campus, researching who influences her, where she goes for styling inspiration, how she shops/engages with brands and what determines her styling needs (date night, on-campus, etc).  This research unsurprisingly showed online and social are the biggest influencers on her choices, but it also gave us the names she most turns to for inspiration, like Rachel Zoe.

Solution

Armed with this knowing we partnered with her favorite websites to create inspirational and shoppable content, content like “class to party” and “splurge vs. save” shopping guides.

  • We worked with The Zoe Report to create shopping guides and created the dream trip of sending a lucky winner to NYC for Fashion Week. [PICS]
  • We hand-selected over 30 bloggers to create Instagram videos, photos, blog posts, YouTube videos to show off the perfect activities for SOREL boots [PICS]
  • We partnered with Refinery29 to create a custom video on how three staffers got their start in fashion, providing career inspiration while tying in SOREL at the perfect boot for the office.

Results

By creating and distributing content in the places where she’s looking to for fashion inspiration, we doubled unaided awareness, grew consideration by over ten points and significantly grew perceptions of SOREL as a “stylish” brand.  As a result of all this perception changing we also increased sell-through rates and online sales.