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Case Study
Challenge:
Previous Danner advertising was getting lost in a sea of footwear advertising that had dozens of marketers all trying to "out-Nike" one another. Our goal was to create a family of ads for hiking, hunting, and fishing enthusiasts as well as the military community that would break away from the competitive pack.
Solution:
We positioned Danner as an American bootmaker that knows how its customers think. Featuring the boot as the hero, each ad screamed for attention with bold, colloquial headlines. The tone and attitude of the campaign was uniquely Danner: Clever,
hip and slightly irreverent. Highly-targeted print media was utilized to
reach Danner's many diverse audiences.
Results:
The resulting ad campaign earned
creative recognition on both a local and national level, and propelled
Danner to top-of-mind status in several boot categories. In all, some
14 different full-page ads were produced for this highly memorable
campaign.
 
 
For more information, please contact me.
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 |  |  |  |  |  |  |  |  |  |  | | | Not to brag, but the Danner Boot campaign earned a boatload of local and nationial creative awards. (Okay - maybe I'm bragging just a bit.)
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