The company needed to evolve its brand identity to reach its business goals. Our task was to retain our loyal Orthaheel fans and to introduce Vionic to a younger, more active audience.
In my time as Senior Copywriter, Vionic exceeded 100 million dollars in sales, surpassing Birkenstock in the comfort shoe category. The publicity gained from the campaign resulted in features in several national magazines, such as Health, Self, More, and Shape.
I crafted a digestible technology story that could be translated through every channel — from short and long-form to traditional and social media.
We brought in SF based agency Iron Creative to help us execute our first national advertising campaign.
I led the discovery process with the creative team; conceptualized print headlines, and developed scripts for the brand’s first-ever TV ad campaign - a multi-episode campaign producing complete sell-through/ sell-out of product with regional retailers.
To build authority around the brand’s technology while adhering to the boundaries presented by legal claims, I created and curated the Vionic Innovation Lab — a panel of physicians, scientists, and fitness experts — to support the integrity of our message.
When word-of-mouth says it best.
We knew the power of product reviews.
Vionic didn’t have customers. We had evangelists.
That’s why I pitched the brand's first-ever social media campaign -
To let the people talk and walk.
Executing the #solestory campaign:
Develop headline and body copy for LPs and social to introduce the campaign
and encourage fans to share their journey.
Curate and publish staff-selected stories on our flagship website
Write scripts and art direct #solestory videos
Edit regular influx of customer testimonials
Manage content from #solestory ambassadors for the following year
