Wolverine needed a true online presence to increase awareness, build interest and establish a community where their target audiences could connect and feel at home.
HDC developed the campaign "I Am Wolverine," a promotional mix of advertising and social media to build community and spark interest, while an ongoing monthly online contest encourages consumers to tell their story and reaffirm their loyalty to the brand. Banner ads and social marketing programs were created to generate traffic and enhance Wolverine's brand presence. Through headlines and blog posts for the "I Am Wolverine" community, the brand's Relentless by Nature message is presented in an authentic way—turning consumers into storytellers and authentic Brand Champions that spread the Wolverine brand over the Internet to rest of the world by word of mouth.
Overall campaign success came as social media marketing efforts took hold. The "Send to a Friend" feature was extremely popular and word spread. Case in point: the first winner was nominated online by his uncle. The viral tools, including sharing and online social media promotion of his profile, led to his selection as the winner.
- Over 12% of all visits to the promotional site were driven by the social media efforts
- Wolverine gained over one million measured brand impressions across highly targeted sites
- Nearly 3,000 users of the promotional site visited the Wolverine.com site
Now almost five years later, "I Am Wolverine" continues to serve as the foundation of Wolverine's e-marketing efforts, generating:
- Millions of impressions
- A growing database of thousands of dedicated Wolverine customers
In 2010, HDC was named Wolverine agency of record with a goal of taking advantage of advances in digital communication technologies that build stronger relationships with consumers and differing retail channels. Our task is to continually reach new and existing consumers better, continually build up the Wolverine brand and reaffirm its stronghold at number one.