In today’s business world, success comes to whoever understands the customer best.
Steel Blue is Australia’s largest manufacturer of safety footwear, with distribution to retailers across Australia, New Zealand, South Africa and Europe. The company’s marketing activity had traditionally been driven by television and high-cost media, which worked effectively to establish a brand positioning around comfort. But they were ready to engage with customers at a more detailed, one-on-one level.
Steel Blue approached Equilibrium to develop a holistic digital strategy to build the customer database, create brand advocates, and grow a social media community. Steel Blue also wanted us to develop digital campaigns to seamlessly integrate with the advertising campaigns, so the conversations could continue online.
Inbound traffic to the website directed the customers to their closest Steel Blue retailer.
Steel Blue is aggressively expanding into international markets including Europe and America, so we built the site using multi region and multi lingual capability. The site includes features allowing users to select their region and language.
Steel Blue has an extensive
Users can find retailers in their geographic area through an extensive retailer database that is displayed on an intuitive interactive map.
Equilibrium has developed numerous multi-channel digital campaigns to drive traffic to the website and increase social media engagement.
One of our digital campaigns was to launch Steel Blue’s new ladies range: Pink & Purple Boots. We developed a viral Facebook video featuring ’The Block’ twins, Alisa and Lysandra, asking followers to ‘Like’ and comment on a preferred boot
The video received close to 250,000 organic views, had nearly 6,000 likes and received over 9,200 comments, significantly boosting campaign reach on a relatively small budget.
The campaign was supported by targeted display advertising including sponsorship of the Tenplay website and Tenplay app.
Copy To launch the Steel Blue brand into the New Zealand market, Equilibrium developed a digital campaign allowing audiences to win an adventure trip of a lifetime. To win, users were asked to ‘create their own boot’ using an interactive tool that was custom-developed by Equilibrium. This served to showcase the features of the Steel Blue’s boot technology unfamiliar to
To support the campaign, we partnered with a New Zealand radio station to promote the competition on air. Digital display advertising was also created to appear on the station’s website.
