opportunity

Rockport’s comfort and craftsmanship were still key reasons to believe in the footwear brand, but its evolving styles gave a new generation reasons to take a closer look, too. We built a campaign to increase Rockport’s relevance with younger, more style-conscious consumers, showing them how Rockport fits the way they dress and move today.

approach

We reintroduced the brand to leading fashion, lifestyle, travel and shopping editors through custom fittings and contemporary styling perfect for today’s more casual work dress and gave media fresh reasons to return to the brand throughout the year with seasonal storytelling. Consumer research about changing walking habits created a timely opening for Rockport’s ProWalker and Total Motion collections and our annual Walking Report explored how hybrid work was changing Americans’ fashion and footwear choices. Together, these efforts connected Rockport’s longstanding expertise to how people are living, moving and dressing today.

results

We landed coverage in Vogue, The Strategist, Forbes, BuzzFeed and other outlets spanning fashion and shopping columns. Product design features, editor experiences and executive commentary kept the brand in the conversation and top of mind with consumers.  Rockport.com recorded a 23% increase in users, 17% increase in sessions and 118% increase in referral traffic, while 60% of articles directed readers to Rockport.com or a key retail partner.