Earth Footwear
It’s no longer enough to have a product rooted in social good, a clean supply chain, and rock solid intentions. Even an eco-friendly footwear brand needs to be carefully built and cultivated from the ground up – to be culturally relevant, create buzz, and motivate and inspire people. That’s exactly what Soldier did, collaborating closely with Earth’s Director of Marketing, Katie Dobbs. For Gen Z and engaged Millennials, we turned a better choice of footwear, into a better way of life.
Overview
From earth-first product story
–to–
Culturally savvy, iconic brand for generation change.
Opportunity: Elevate Earth from a purely product focused company to a global lifestyle brand through expanding audience reach and impact with a more
culturally relevant brand presence.
Strategic Approach: Position Earth as a beacon of positive power, enhance the quality of the customer experience and increase engagement at all touch points. Expand the core audience from the Earth Loyalist, Mature X’er and Boomer and engage a new growth audience Gen Y and Millennials through embodying wellness interests, caring attitudes, and sustainably-minded opinions.
Solution: Modern. Wellness. Fashion
We showcased the unique Earth Shoes while telling hyper relevant stories that inspire and motivate people towards living happy and healthy lives. Embedding Earth products as contributing to the definition of the consumer’s way of life.
BOS tm Deliverables
- Business and Creative Strategy
- Business Modeling
- Market Research
- Consumer Identification
- Precision Positioning and Brand Strategy
- Product Design & Development
- Logo Design
- Packaging Design
- Creative
- Collateral
- Brand Voice
- Copywriting
- Photography and Video Direction
- Merchandise
- Crowd Funding
- Connected Commerce
- UI/UX
- Web Design
- Web Development
- Retail Strategy and Execution
- Social Media Strategy
- Funnel Optimization
- Collabs
- Attract the Market Strategy