OUR WORK Darn tough vt
Keeping feet warm, comfortable and moving.
Spread the word on the company’s mission and American made, lifetime guaranteed socks – getting them on the feet of key outdoor and lifestyle media before their hikes, cozy days at home, ski trips, long runs, and more.
GOAL
Work to build consistent buzz around the benefits of merino wool while also highlighting the brand’s “Made in America” story, community giveback programs, and lifetime guarantee on every single sock.
SECTOR EXPERTISE
Consumer & Lifestyle
150+
needle-moving stories
6B
impressions in less than six months including major hits in ABC News, Runner’s World, Women’s Health, USA Today, Men’s Journal, and many more.
The Work
Our strategy focused on getting socks on the feet of key media and influencers. We sent seasonal mailers and sock samplers to lifestyle and commerce media to use, write about, and enjoy – and utilized Darn Tough’s various categories to personalize our approach for different publications and journalists, from hunting to running. On a consistent basis, we target national media with the latest information around Darn Tough’s commitment to the Vermont Foodbank and other brand giveback initiatives.