Best foot forward.
Dynamic Pro II Campaign – Musto
Project Role: Senior Copywriter
Musto proudly announced the launch of its cutting-edge on-deck trainer, the Dynamic Pro II, after 18 months of meticulous design and testing with elite sailors from the British Sailing Team. As the senior copywriter, I played a pivotal role in this high-impact campaign, ensuring the messaging conveyed the trainer's technical excellence and innovation.
Strong visuals, a great product, and some pretty good copy delighted Musto fans worldwide
Campaign Highlights:
Concept and Inspiration: The trainer's sole design, inspired by the gecko's grip, was a unique feature that we prominently showcased in the artwork and messaging to highlight its technical prowess.
Copy Utilization: The campaign's copy was integral across multiple platforms, including trade shows, internal and external presentations, and stakeholder communications.
Key Placements:
Advertorials: Featured in prestigious national and digital publications such as Yachts & Yachting and Sailing World.
Digital Presence: Prominently displayed on Musto’s homepage and utilized in targeted campaign emails.
In-Store Promotion: Showcased through point-of-sale materials in Musto’s flagship store and various outlets.
Get a grip.
Rule the Waves
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Rule the Waves 〰️
Results
Positive Reception: User surveys indicated widespread approval, with 86% of 100 consumers giving positive feedback on the marketing and messaging of the shoe.
Sales Impact: Increased sales of the footwear category II by 10% within the first quarter of launch.
Engagement Metrics: Achieved an 18% increase in social media engagement and almost 25% click-through rate on campaign emails.
Brand Awareness: Contributed to a noticeable boost in brand awareness, with a 12% rise in website traffic during the campaign period.
Stakeholder Satisfaction: Received positive feedback from internal stakeholders, highlighting the effectiveness of the campaign in aligning with Musto’s brand values and objectives.