A global brand with outlets in over 100 countries worldwide, Hi-Tec supply high quality footwear lines to the Outdoor, Court and Golf sectors. From its humble beginning in an Essex village, Hi-Tec has grown and developed to become a major worldwide brand and a classic Harvard Business School case study.
Following a chance meeting at a digital marketing seminar presented by our very own Rob Burns, we first started to work with Hi-Tec over 5 years ago and we’re delighted to say the partnership has never been stronger.
Over the past 30 years the brand has developed a long standing relationship with its core target audience, and in 2009 they took the decision to review their brand positioning. This lead to the ‘Inspired By Life’ campaign. The key message being that their products are there to inspire people to be active and enjoy the great outdoors; whether that’s on a trail, a court or playing golf.
The faithful portrayal and perception of the Hi-Tec brand online was essential, and the key consideration was how the brand was presented and developed globally. The website needed to bring to life the Hi-Tec ‘Inspired by life’ campaign but with localised approaches, country by country, delivering messages that were appealing to each market.
A key tool was the development of a multi-language global brand site which could be maintained through one central CMS. Unique content layers were developed for UK, USA, Argentina, Brazil, Bulgaria, Costa Rica, Czech Republic, Finland, France, Paraguay, South Africa and Spain. Offline marketing activity was then further supported online using email campaigns, microsites, banner ads and much more.
The results; where do we start? Double digit, year on year increase in both traffic and page views. Repositioning of the brand as leading players within the outdoor sector and massively improved consumer perceptions. And a great testimonial from a happy client.
“The key driver for our new proposition was completely focussed on delivering the message through our digital channels and our team at 9xb have created a website that truly brings to life everything about being ‘Inspired by Life’. From the launch, our internal team loved the concept and the delivery of the site was excellent. Indeed, audience reception has been great and we’re developing new markets through a more considered brand approach. “
Hi-Tec Global Marketing Director
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