The Situation
Recognizing an opportunity to maximize marketing impact for nearly 400 independently owned stores, Red Wing Shoe Company launched its Red Marketing Program—which provided owners with an easy way to pool their money into best-in-class Red Wing marketing.
There was only one problem: the program wasn’t localized, and some owners never felt or saw the impact of their investment. To keep the program alive and growing, Red Wing had to align owners’ investments with local marketing activities and demonstrate its impact.
WHAT WE DID
To help Red Wing successfully pivot to a local media structure, we leveraged historical transaction data and YOY media investment to give each dealer across North America an individualized, annual recommended marketing spend—empowering them to make their own marketing investment allocations based on their unique recommendation.
01
Localized Marketing
Plans
We then built a digital sign up portal where dealers could allocate their annual marketing investment, which were deployed on each dealer’s behalf to increase local store, product and brand awareness as well as drive customer traffic to their store.
We built all media assets and deployed local marketing plans based on each dealer’s individual marketing investment. Investment allocations are broken into five key marketing programs that run throughout the year:
- Paid Search
- Retail Events
- Store Awareness
- Product Awareness
- Brand Add-Ons
All programs are deployed, managed, and optimized by Bold Orange, with program attribution coming from tracked URLs, unique coupon codes, and transactions that are assigned to individual store locations.
PERSONALIZING THE EXPERIENCE
We leverage data and technology to personalize content, offers, and store locations across channels—creating relevancy at every touchpoint.
STORE-LEVEL REPORTING
We created dynamic, monthly web-based reporting for each dealer to showcase local program performance and the return on their investment.
IMPACT
+117%
Growth of dealer investment in Red Marketing Program over three years
(2022-2024)
+32%
Increase in company revenue YOY during the biggest retail event of the year
+13%
increase in average store investment YOY
02
Launching Apex, an All-New Product
We helped Red Wing launch an all-new product family that was both a more sustainable option and the pinnacle of safety for on-the-job performance.
We knew from our segmentation that the target audience for this boot were early adopters and motivated by new styles and technology. Given that insight, we positioned the all-new Apex work boot as the leader in durable, long-lasting footwear that was also a more sustainable option, challenging the landscape of what a work boot can be.
IMPACT
Media metrics beat projections by 200%, and the effort produced a higher total transaction revenue figure than any other product launch that year.
03
Driving Awareness for Red Wing Heritage
Red Wing Heritage, the more fashion forward brand within the Red Wing portfolio, was tasked with increasing overall brand awareness. It’s a lesser-known brand compared to its Red Wing Work counterpart, but the product is impeccably made and when awareness of Heritage product increases, the footwear sells very well.
We were briefed to bring in net-new consumers to the Heritage brand and deployed a media awareness campaign aimed to drive awareness and consideration with a surgically targeted group of new prospects.
IMPACT
We were able to outperform TRP, impression and click projections as well as show a strong lift in the our Brand Lift Study.
“We use our relationship with Bold Orange as the best-in-class example of how we want to partner with agencies.”
Red Wing Shoes Client
Red Wing Shoes
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