Launching Naboso Duo
After effectively executing a high-impact rebranding effort and revamped go-to-market strategy through our joint partnership, The Naboso business was primed to begin taking even more products to market with confidence, knowing they had a solid digital infrastructure to support any and all marketing and sales initiatives around them. As such, the team approached us with a new product prototype ready to be branded, launched, and added to their rapidly growing portfolio.
What started as a silicone dual-sided prototype became Naboso Duo, an entirely new innovation in the insole market that targeted barefoot enthusiasts who cared about maximum levels of foot stimulation across a wide variety of use cases. We partnered with team at Naboso to brand and launch this first of its kind product from setting the initial creative direction to executing the various in-market touchpoints and tactics needed to drive immediate awareness, interest, and sales from customers.
& differentiation challenge driven by details.
Duo was an entirely new product comprised of silicone and two levels of stimulation. It’s thinner and more flexible, providing a natural barefoot sensation in any shoe or sneaker. The new base material along with the shape of the insole allows more room for the toes to spread, dispersing load, supporting balance and strength, and contributing to overall foot health. It’s reversible and made for everyone and everything. But, consumers needed to know that. They needed to understand the difference between this product and both Activation and Performance Insoles, which Naboso was already selling and having success with. Duo needed to connect with those who favor performance and optimizing their movement, while also serving as the swiss army knife, all-purpose insole to anyone looking for all-purpose versatility.
Since we had already worked with Naboso to solidify their brand creative direction along with designing the majority of their packaging and content across the portfolio, we had a clear idea of how to help the Duo product stand out. It comes in at a slightly higher price point, offers double the amount of stimulation, is made out of an entirely different material, and it’s reversible. This product needed to feel different from the rest but still feel consistent with the rest of the brand. That meant the packaging needed to feel a bit more premium. The overall art direction and photographic style needed to feel bold and reinforce the product benefits at first sight so consumers knew Duo was unlike anything else from Naboso and, more importantly, the rest of the industry.
Proprioceptive texture science isn’t something that the average consumer understands. Dr. Emily, podiatrist and founder of Naboso, has a wealth of knowledge about the benefits of foot stimulation. Her patented textures have shown to affect balance and gait, strength and stability, and help everyone, ranging from individuals with neurological conditions to elite level athletes. We aimed to simplify core messaging so that it was both human and direct, while being supplemental to the benefits of Duo. Movement starts at the ground, and the brain has the ability to completely control what it has a strong connection with. Duo solves for that. Activate or perform any time, anywhere.
Duo is more flat, more flexible, and reversible, unlike any other insole in the industry. As such, we needed to approach Duo with additional considerations comparably to the original insole product.The art direction for Duo used neutral background colors complimented by an arresting “Bright Lime” product color. Not only did this serve as the core color of differentiation for this product, but it allowed for the flexibility of experimenting with light and dark exposures, heroing texture and flexibility in unique ways.
Digital Surgeons and Naboso had already teamed up together to create an ecommerce experience that was driving increased sales. But, in addition to all the work that was being done for Duo, Naboso needed a more immersive landing experience to introduce the product, create intrigue, and drive conversion. With a media strategy in place and a need for a place to point to, Digital Surgeons designed a one pager experience as an extension of Naboso.com that used the perfect combination of scroll, transition, and experience to tell a meaningful story of the all new Naboso Duo. Art direction, photography, messaging, and user experience design, all came together driving conversion and scooping up an honorable mention from the Awwwards.
With a multi-channel media plan focused on efficient reach and awareness coupled with agile test and learn methodologies, this allowed us to quickly find the most qualified consumers. As the larger Naboso audience includes many with neurological disorders, the Duo’s value proposition is meant to speak more to a younger, more active crowd. By coupling this testing with the team’s media assets pointing to a unique landing page experience, this allowed for the placement of new pixels to build a new unique audience pool. With this audience data, the newly built funnel strategy paid off relatively quickly through a consistent retargeting approach and relevant paid search terms tailored to those in the consideration mindstate. These efforts helped make Duo the focal point of the Naboso product offering during a very competitive holiday season that saw extensive YoY improvement.
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