How We Helped Feetures Transform From Hidden Gem to Athletic Sock Icon in Record Time
30% Increase in Revenue
33% Increase In ROAS
20% Decrease in CPA
THE CLIENT
About Feetures
Feetures stands as a beacon in the world of athletic socks, bringing innovation with motion to enhance the active lifestyle of its users.
Originating from a family-owned passion in North Carolina, Feetures has evolved into the premier choice in the US run specialty market, with ambitions of gaining global recognition for their performance socks. In our partnership with Feetures, we aimed to elevate their brand presence and articulate the unique benefits of their performance socks, thereby broadening their market reach and enhancing user acquisition through digital marketing.
Expanding Reach
30%
INCREASE IN REVENUE YOY
Expanding Reach
Feetures came to Structured with a clear goal: to elevate their brand recognition and articulate the value of their athletic socks, ensuring their premium pricing was understood and accepted by a wider audience. Despite having a strong foothold in the athletic wear market, Feetures faced the challenge of broadening their appeal without diminishing the perceived value of their products.
From the start, we identified that the brand's messaging needed a fresh perspective to effectively communicate the unique benefits and technological advancements of Feetures socks to potential customers. The existing marketing strategy lacked the dynamism required to engage a diverse consumer base. Our initial steps involved a deep dive into understanding Feetures' target market's preferences and pain points, enabling us to craft a marketing strategy that not only highlighted the superior quality and performance of Feetures socks but also resonated with a broader demographic, ultimately driving increased brand affinity and reducing CPA.
What were the pain points?
The main challenge here: Establishing brand equity and articulating the value of their premium athletic socks to justify their price point.
Despite offering a high-quality product, Feetures struggled to convey the unique benefits and technological advancements of their socks effectively, leading to challenges in customer acquisition and retention. At the heart of Feetures' difficulties was the need to enhance their market positioning and communicate the superior performance and comfort of their socks in a much more compelling way. The brand needed to not only reach a wider audience but resonate with them on a level that justified the premium pricing of their products.
So Feetures struggled with crucial questions:
- How to distinctively showcase the value of their socks to foster new customer interest?
- What strategies were needed to cultivate a loyal customer base willing to invest in their premium products?
- Were current marketing efforts effectively communicating the USPs of their socks?
The brand was at a crossroads, seeking innovative ways to elevate their online presence and engage with potential customers more effectively. The focus shifted towards developing a marketing strategy that not only highlighted the exceptional quality of Feetures socks but also connected with consumers' needs and preferences, thereby reducing the cost per acquisition.
How did we do it?
We initiated a comprehensive creative strategy overhaul. Our aim was to infuse the marketing efforts with fresh, engaging content that showcased the unique benefits and advanced technology of Feetures socks. This required a deep dive into understanding the brand's core values and product differentiators, ensuring that every piece of content, from UGC to brand storytelling, aligned perfectly with Feetures' identity.
Through these efforts, we not only rejuvenated Feetures' brand presence but also established a scalable foundation for growth. By connecting with the audience on a deeper level and streamlining the path to purchase, we set Feetures on a trajectory to not just compete, but lead in the athletic socks category
Account Overview
We Inherited an Account That Had:
- Difficulty establishing clear brand equity and value proposition.
- A challenge in effectively communicating product benefits to justify premium pricing.
- Limited creative diversity leading to ad fatigue and decreased engagement.
- An underperforming digital marketing strategy with a high CPA.
The Outcome?
30% Increase in Revenue
33% Increase In ROAS
20% Decrease in CPA
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