BLUNDSTONE SOCIAL MEDIA
As far as boots go, Blundstone is an Australian icon. We helped launch this iconic brand step into three new product categories with great success.
LAUNCHING THE WOMEN'S HEEL
Having not yet released a women's heel boot, Blundstone was late to the table, with brands like RM Williams taking the lion's share of sales. The reason for their late entrance was because they took their time perfecting a last that would be ideal for a woman's foot. To showcase this, we came up with the campaign #MadeForMe. Here we highlighted makers and creators who'd left boring nine to fives to follow their passion and have the career that like the new women's heeled boots, is made for them.
HEROING LADY TRADIES
Women represent a fraction of the trade workforce, but their participation is growing around 200% year-on-year. Blundstone wanted to capitalise on this and become the boot of choice for female tradies Australia-wide. To help, we came up with an influencer campaign that shone the light on female tradies making their way in male-dominated industries. We also started to become active in female trade Facebook groups by using these influencers to start conversations and help others wanting to get into a trade.
LAUNCHING THE LADY JOGGER RANGE
Post the successful lady tradie campaign, Blundstone launched a new range of workwear boots. These lightweight, protective shoes are great for factory work, hospitals and kitchens. To help launch them we created an inspiring series of content, that showed women killing it in industries that were traditionally male-oriented.
Creative: Peter Isaacs
Camera: Ed Gurr
Editing: Ryan Pobar
Strategy: Will Long and Peter Isaacs