How we helped Steel Blue step up their customer engagement.

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 HomepageSteel Blue Mobile Homepage

Multi lingual capabilities

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.

Multi lingual capabilities

Boot comparison tool

Steel Blue has an extensive catalogue of boots and boot options, so we developed a boot comparison tool to allow users to easily compare products side-by-side.

Boot comparison tool

Find a store

Users can find retailers in their geographic area through an extensive retailer database that is displayed on an intuitive interactive map.

Boot comparison tool

Increasing customer engagement

Equilibrium has developed numerous multi-channel digital campaigns to drive traffic to the website and increase social media engagement.

The launch of women’s boots

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 colour for the chance to win.

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.


Organic views
Screenshot ladies bootsScreenshot ladies boots mobile

‘Boot Charades’ customer activation

Following the success of the ladies boots campaign, we were tasked with creating a campaign to showcase Steel Blue’s extensive boot collection and show off the technology available for each boot.

We developed a ‘Boot Charades’ campaign featuring a series of videos for viewers to figure out which boot the animation was referring to.

The videos reached over 90,000 users organically and received over 3000 comments. The campaign was supported by a series of digital banners and landing pages directing users through to retail outlets supplying the boots.


Organic views
Screenshot mens bootsScreenshot mens boots mobile

Create your own boot

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 the in the New Zealand market.

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.

Create your own boot

Want to see more?

Check out the case studies below.