From a merino wool hike sock to an American-made mainstay
Assignment
Shine a light on the brand behind the famous hike socks, to create consistent, year-round buzz around Darn Tough’s growing collection. Focusing on the benefits of merino wool, highlighting the multitude of categories beyond just hike, the “Made in America” story and lifetime guarantee on every single sock.
Approach
- Utilize Darn Tough’s various categories to personalize our approach for different publications and journalists – including hike, hunt, athletics, snowboard, snowshoeing, running, golf and work
- Leverage athlete partners including Mirna Valerio, Jake Blauvelt and Michelle Parker for media events and storylines that bring the product story to life for journalists
- Partner with like-minded brands to pique media’s interest via seasonal mailers, sock samplers and media events – targeting lifestyle, commerce, fashion and outdoor adventure media
- Target national media with the latest information around Darn Tough’s commitment to the Vermont Foodbank and other brand initiatives.
Results
- Multiple feature segments on ABC World News Tonight, which focused on Darn Tough’s “Made in America” story via a new mill opening in Waterbury, VT. The piece highlighted employees and discussing the brand’s story and giveback efforts
- Annual top-tier digital coverage is consistently over 300 placements and 12B impressions – in outlets such as SELF, Men’s Health, The New York Times, CNN, Runner’s World, POPSUGAR, USA Today, and more