The Brief
Strideline—The Most Comfortable Sock on Earth™ — needed an agency to handle all of the company’s direct-to-consumer marketing efforts. The Diamond Hook team stepped in to deploy a long-term marketing roadmap and secure a consistent series of growth wins. Elevating Strideline's status as sock champions involved executing a complete website redesign, making strategic partnerships, implementing a robust social media plan, optimizing email marketing, and activating various other enhancements.
All in tandem with our sister company Hook Logistics handling e-commerce and retail fulfillment.
Messaging & Positioning
Brand Strategy
ART Direction
SEM / google ads
Paid social
EMAIL AUTOMATIONS
EMAIL CAMPAIGNS
SMS AUTOMATIONS
SMS CAMPAIGNS
partnerships
UX / UI DESIGN
shopify development
LANDING PAGE PRODUCTION
COPYWRITING
Product description copywriting
CONTENT STRUCTURE
CONSULTING
ecommerce operations
FILM PRODUCTION
LIFESTYLE PHOTOGRAPHY
PRODUCT PHOTOGRAPHY
Brand
Our approach involved maintaining the athleticism and energy of the brand while highlighting the comfort and technical appeal with different applications of colors, typographic twists, and upgrades to key messaging.
ART & CREATIVE DIRECTION
Our team led the conceptualization and direction of photography and videography across various applications. From lifestyle photography, to shoots with NFL kicker Justin Tucker, to product photography for new SKU launches, our team prepared and coordinated the creative production and execution.
Product Positioning
Leveraging our years of e-commerce experience and industry insight, we strategically name and position new products and product lines for both new and existing audiences.
COPY
The messaging on the site is both expert and aspirational, emphasizing benefits and features to instill trust and commitment in consumers. The tone is cool, clear, and authoritative, spotlighting the tech and comfort of the socks with precision.
ATHLETIC | CULTURED | CASUAL
Web
Previously cluttered and hard-to-navigate, we revitalized Strideline’s direct-to-consumer site. Employing a blend of web strategies rooted in best practices and informed by our agency's eCommerce expertise, we streamlined the user experience and elevated the overall design.
WEB DESIGN
Strideline’s design was an evolution of the brand identity. We absorbed the existing colors and typography to retain the feel of the brand, creating a more structured and clear direction for the new site.
By equipping the site with a fresh, imagery-forward and seamlessly functional homepage layout, and an improved sitemap, we expertly positioned their Shopify site for DTC success.
Web Strategy
GOALS
Tactics
- Transitioned Strideline products to unisex sizing for ease.
- Optimizedmenu and product pages for simplicity.
- Launched review platform for consumer trust.
- Enhancednavigation menu for streamlined access to products.
Growth
Harnessing owned channels, expanding across paid channels, and exploring new and unique avenues for growth, our team oversees all of Strideline's revenue-driving initiatives.
Developing a conversion-focused Strideline Welcome Flow and optimizing campaigns, including Abandoned Cart and Post-Purchase trigger flow sequences, led to soaring growth in Strideline’s primary revenue stream. Our strategy, characterized by visually compelling content and direct correspondence, resonates with users by cutting straight to the point.
SMS
Implementing SMS was a win for Strideline. Diamond Hook built the SMS program from the ground up, creating flows and strategic sends based on the interests of our subscribers.
PAID & ORGANIC SOCIAL
While maintaining Strideline's existing impressive social media presence and hyper-engaged following, we bolstered not only our team's organic social efforts and impact, but also launched Strideline's paid social program. The full funnel creative ad development strategy included evergreen ads, targeted campaigns, and sales.
Organic social planning involved engaging giveaways, interactive stories, features from fans, and aspirational in-feed content.
Partnerships
In addition to working with Strideline’s pro-league licensing partners including the NFL, NCAA, MLB, and MLS, we have implemented lucrative influencer campaigns with Justin Tucker, Marshawn Lynch, and the NFLPA.
Our robust partnership strategy includes both micro and macro influencers across various types of target audiences.
JUSTIN TUCKER SPOTLIGHT
In partnership with Strideline and the NFLPA, we brought to life a video spot and photo series starring Justin Tucker.
On behalf of Justin Tucker, the Strideline team also gifted 200 pairs of socks to Helping Up Mission, a charity that helps women and men who are fighting addiction and homelessness get their lives back.
SOLESAVY
Sneakerheads need comfortable socks, which is why we partnered with this sneaker marketplace: to tap into a new audience.
Social placements, blog posts, and live events were all facets of this collaboration, along with a new customer initiative to supply select SoleSavy members who ordered an exclusive sneaker with a discount card and complimentary socks.
