ARRIS Campaigns: Footware Industry
Additive Molding for Performance Footwear
ARRIS partners with top brands to manufacture the highest-performance footwear. Leading footwear designers are leveraging a first-of-its-kind manufacturing technology and materials to create 3D-optimized, continuous carbon fiber plates in ways not previously possible.
Role: Creative Lead, Brand, Visual Design, Social Content Creator, Photography
Context:
Using ARRIS-focused industries as the product to create campaigns and future opportunity methods to promote next-gen manufacturing technologies.
Lead Generation: Marketing Qualified Leads
Brand Awareness: Social Media Impressions
Increased Traffic: Unique Visitors + Keywords + Backlinks
Emails: Subscribers + Click-Through Rate
My Role:
Research footwear industries and events; work with the team to plan the publishing timeline; create content for FAQs, social media, and websites; develop a storyboard and collaborate on the campaign video; and update SEO.
Opportunity:
Advanced materials such as carbon fiber can turn effort into excellence more efficiently — not only is there an opportunity to rethink carbon plate designs in footwear, but better sustainability must also be addressed.
Consumer products & sports such as Performance Footwear is ARRIS' main industry focus for marketing. Research shows that every footwear company is moving forward with a more sustainable lighter manufacturing method.
Creating a campaign that influenced ARRIS' capabilities and targeted our audience and competitors was essential.
Customer Challenge:
According to a recent survey, customers demand sporting goods brands to create stronger and lighter products, particularly running shoes. The survey also revealed that Americans prioritize comfortability (80%), durability (69%), shock-absorbing (54%), fit (46%), and lightweight (44%) qualities when buying running shoes. ARRIS is a company that helps brands achieve these goals by creating such products. Considering this information, it was important to develop a campaign that would demonstrate ARRIS' capabilities, target the appropriate audience, and surpass competitors.
Solution:
We took an industry-focused, lean design sprint approach to create the best possible visual experience. From researching how our audience interacts with our brand, we created multiple steps using a customer journey map.
The team developed a media strategy with multiple channels and mediums to attract our targeted audiences from different points. With a tight deadline, we created a campaign that will be focused on key milestones and events from stakeholders that will bring brand awareness, thought leadership, and future opportunities.
Platforms used: WordPress, Linkedin, Youtube, Pardot Email, Instagram, Twitter
With multiple activities implemented, all efforts go through post-measurement. Tracking engagement, follow-up, and leads.
You can find posts for this campaign at:
ARRIS Consumer Products & Sports