“Rocket Fuel helped us reach a very specialized audience – people who demand the highest level of performance from their gear. Coupled with Backbone Media’s strategic planning and research, the Rocket Fuel product exceeded our expectations and helped us blow up Q4.”
Global Director of Strategic Communications SmartWool, LLC
Raise awareness, advertise seasonal promotions
Finding a specialized, niche audience
Rocket Fuel for Direct Response, Channel: Social
Founded over 20 years ago and based in Steamboat Springs, CO, SmartWool is widely regarded as the global category leader in Merino-based performance socks and apparel. SmartWool® products are inspired by living and playing in the mountains and are created to get the most out of the inherent benefits of Merino wool fiber. Merino has incredible temperature-regulation properties – keeping athletes warm when it’s cool, and cool when it’s warm. These premium garments are soft and comfortable, machine washable/dryable, and 100% guaranteed. When SmartWool’s agency, Backbone Media, wanted to amp up SmartWool’s online performance and help boost its brand for partner retailers, it contacted Rocket Fuel. Rocket Fuel had performed exceptionally well reaching specialized audiences for Backbone Media in the past, so the agency knew it could help them zero in on the premium-performance-apparel customers it was after.
When advertisers work with Rocket Fuel, their advertising learns and improves. What did we learn about the ideal audience for SmartWool? They tend to be: