INNOVATION
PORTFOLIO
Socks That Take You Anywhere
Story Concept + Research & Interviews + Copywriting + Photography Support + Social Media Strategy + Blog
Concept:
Smartwool has been helping you put one foot in front of the other since we first introduced high-performance Merino wool hiking socks over 25 years ago. Since 1994, we’ve focused on relentless innovation in comfort, fit, durability, and style—forever changing the way you look at your feet.
Goals:
Enhance credibility as a pioneer in the Merino wool sock category
Showcase athlete partnerships that drive innovation as “ultimate gear testers”
Produce fun, community-focused, personality-driven content
Results:
Reclaimed lost market share in lifestyle socks
Increased online sales of performance socks
6% social media engagement
Innovating with Pro Climber Conrad Anker
It’s rare to meet a person so intense in his focus as Smartwool athlete and professional climber, Conrad Anker. Very few professional climbers have accomplished half of the things Conrad has, and kept all 10 fingers and all 10 toes. Tapping into decades of insight and experience, we worked hand-in-hand with Conrad to bring you the perfect sock for your approach.
The Perfect Pair
We put our new PhD Pro Outdoor Socks to the test by selecting a seasoned hiker to pull our sock on one foot and leave her conventional sock on the other.
The Test: a 7-mile hike in the High Sierras
The Verdict: 👍👍
The Making of Curated
A behind-the-scenes peek at our printed sock collection, which uses a revolutionary print-on-wool process to create infinite design possibilities.
The WoolWager
While we design technical gear to get you outside, we also bring a light-heartedness to our work. For April Fools’ Day, we went where no sock has gone before, from the trail to your dog’s tail.
Stay Out Longer,
Wander Deeper,
Do More of What You Love
Story Concept + Content Strategy + Research & Interviews + Copywriting + Blog + Social Media + Email
Concept:
Peace Vans gets you outside in new and profound ways. While we’re first and foremost mechanics, our mission is simple: we make people happy. Every single day we see our customers drive away smiling—heading out for big adventures or simply commuting around town in one of the most versatile and fun vehicles out there. We’re in the business of memory-making. And our customers make memories for us.
Goals:
Drive Mercedes Metris camper sales & create sense of urgency for limited 2021 and 2022 units
Highlight technical credibility and elevate Peace Vans as industry leader
Build a brand that inspires people to venture outside
Results:
15% increase in Mercedes Metris camper van sales
145 social media “saves”
52% average email open rate
Best Camper Van Conversion for You
Peace Vans has a unique partnership with Mercedes-Benz of Seattle to build camper vans on their Metris platform. Made with premium materials, incredible attention to detail, and a whole lotta love—our modern camper vans are perfect for everyone from #vanlifers to weekend warriors.
Winterizing Your Camper Van
Whether you plan to adventure all winter or hibernate until spring, these tips ensure you and your van are ready for the season ahead.
14 Essentials to Avoid Minor Mishaps on the Road
Don’t get stranded roadside in the cold. Consider our camper van emergency kit your co-pilot.
Sustainable Apparel for Every Adventure
Story Concept + Research & Interviews + Copywriting + Social Media + Blog
Concept:
Smartwool helps people spend more time outside. And we work to ensure the beauty and resources of our natural environment are around for future generations to enjoy. For us, that means making more sustainable clothing.
Goals:
Highlight sustainability efforts
Emphasize technology and science in our apparel design
Shift consumer perception of wool in warm weather
Showcase company culture
Results:
20% traffic increase on key landing pages
Saving Merino Wool from Waste
Warm, sustainable, and perfect for layering—our redesigned Smartloft uses reclaimed Merino wool. Ideal for everything from powder turns to basecamp lounging.
150 Ways to Merino 150
What’s in our closets? As we stroll into spring, Smartwool staffers share their go-to Merino 150 picks and how these sustainable favorites enable them to do what they love.
