SmartWool was known for merino wool socks but launched a collection of performance apparel: base-layers, mid-layers and accessories. With limited budget, we needed to amplify the message that SmartWool sells more than socks.


Consumer interviews revealed a great insight: people choose outer layer brands like Patagonia and North Face for the “badge.” All those badges cover up SmartWool’s excellent base-layers. The creative brief was to find a way to get “badge credit.”


Creative Solution: “Strip to your SmartWool” social utility on Facebook.
Results: 246% increase in fans. User-uploaded images generated over 18 million impressions. Banner click-thru rates 291% above industry.

(with Victors & Spoils)