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FUELING CONSUMER INTEREST AND VALUE IN gore-tex

Services

 Audience Intelligence, Search, Digital Media, Social Media, Native Media, Direct Site Partnerships, Outdoor, Print, and Video, Ingredient Branding, GORE TEX, W.L. Gore, Case Study

summary

Objective

Objective

Objective

  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.

Insights

Objective

Objective

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. 

Strategy

Strategy

Strategy

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. 

Approach

Strategy

Strategy

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.

    results

    Sold-out

    Opens Secondary Market

    Opens Secondary Market

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

    Opens Secondary Market

    Opens Secondary Market

    Opens Secondary Market

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

    Consistency

    Consistency

    Consistency

    Consistently outperform industry averages and benchmarks in ad metrics.

    4+ years

    Consistency

    Consistency

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

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