How Smartwool embraces relevance to create authentic customer connections

Smartwool featured in 'Think with Google'

As part of Google's new series of marketing insights called Think with Google, Denise Anderson, Smartwool's Head of Global Marketing and Creative, shared how their approach to digital marketing is a two-way conversation with Smartwool's customers. 

Backbone × Smartwool

Backbone and Smartwool have been partners for over 14 years, and the core of Backbone's approach as Smartwool's digital media agency has been to maintain relevance with every customer touchpoint. Whether we're reaching aspirational enthusiasts in the running, cycling, hiking or snow sports categories, or following up with relevant product messaging for purchase intent-based audiences, we maintain focus and ensure that Smartwool shows up authentically. 

"Our two-pronged audience strategy has helped Smartwool forge deep connections with our customers, recommending the right products and experiences for each one," shared Anderson. "If we do our jobs right, consumers let us know right away by engaging with our media. That’s a powerful advantage of digital." 

Check it out. 

Read the full report here, and send us a note if you'd like to learn more.