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CHALLENGE

How do you keep social media channels populated in shoulder seasons for a brand that was only focused on fall and winter product?

Services

Strategy
Creative
Production
Social Media

SORELstyle was an engaging digital content program designed to bring style inspiration from around the globe and fuel SOREL social conversations, ultimately increasing brand awareness and driving traffic and sales to sorel.com.

Over five seasons, the multichannel program continually evolved to respond to and leverage the learnings from metrics, changing social media platforms and online behavior, retail partnerships and brand storytelling themes which emerged during the shoots.

Partnering with A-list stylist such as Kemal Harris, Tara Swennen and costume designer, Jenn Rogien, brought serious fashion credibility to the program.

Amplifying with Media

In the final installation, we partnered with Who What Wear to amplify the program with a content strategy leveraging native and owned assets. An online contest for applicants to partner with a well known fashion influencer, stylist Zanna Roberts Rassi, engaged audiences in spring/summer and led into the role out of a robust content program driving fall/winter sales.

The series was built on the natural inclination towards mentorship and lifting up of other women we saw in the women of past SORELstyle seasons.

Career Defining

As part of the 2016 program we paired contest winner, Riley Sheehey, an aspiring fashion illustrator, with notable industry artist, Katie Rodgers of Paper Fashion. The series chronicled Katie’s career, Riley’s goals and, finally, the two of them meeting for a mentorship session and joint project.

After the series, Riley quit her full time teaching job and has become a highly successful illustrator.

Results

In a single season of SORELstyle, the program garnered:

1

127,000+ social actions

2

85+ million impressions

3

5.2 million video views with 85% audience retention

4

SOREL.com saw a 21% increase in sales

Sorel boot and shoe

SORELstyle

As SOREL’s digital and PR partner for the past nine years, we’ve helped the brand transition from a single season outdoor boot company into a multi-season fashion brand. We’ve engaged their community online, launched their celebrity seeding program, connected with influencers at Sundance, landed six spreads in September Vogue and supported global marketing efforts. During this period, SOREL’s business has grown 600%. SORELstyle is an engaging digital content program designed to bring style inspiration from around the globe to women in college and beyond and spark SOREL social conversations, ultimately increasing brand awareness and driving traffic and sales to sorel.com.

THE RESULTS
127,000+ social actions
85+ million impressions
5.2 million video views with 85% audience retention
SOREL.com saw a 21% increase in sales

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