FUELING CONSUMER INTEREST AND VALUE IN gore-tex

  W. L. Gore is best known as the developer of GORE-TEX fabrics. Since early 2018, we’ve been charged to drive consumer interest, among both B2C and B2B, in apparel embedded with GORE-TEX and that those items are worth paying more.

GORE-TEX is an ingredient to consumer-facing products. We discovered that many “premium buying” consumers want education to better understand the value of GORE-TEX in their favorite brands– whether Arc’teryx, Burton, Timberland, etc. 

We crafted a strategy for B2C and B2B.  Intercept B2C prospects at their point of passion (i.e., skiing, biking, hiking) or B2B prospects at their point of research. Teach both about the value GORE-TEX provides in apparel and protective equipment. 

With a wide range of carefully curated audience segmentation groups, we activated a data-driven digital mix of media partners and tactics that includes search, social, native, programmatic, and direct site buys. Also, included outdoor and print placements.

Persistent sell-out of partner products leading to frequent re-orders and expanded brand partnerships– even in the wake of emerging knock-off brands. 

Power of GORE-TEX has created a secondary market of rabid collectors who may swap, trade, or sell at a premium price.

Consistently outperform industry averages and benchmarks in ad metrics.

 5 consecutive years of collaboration when their budgets got cut due to COVID-19 pandemic.