ETU Launch
BLOCH
Brand Development
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FMCG / FOOD & BEVERAGE / B2B
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As Marketing Manager, I directed the ETU launch strategy to align with Bloch’s commercial and branding goals. My contributions included:
Driving cross-platform marketing efforts to maximise reach and engagement.
Overseeing product positioning to ensure alignment with consumer needs and brand ethos.
Collaborating with creative and retail teams to deliver a seamless and impactful launch experience.
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Global, with a focus on key markets such as Australia, North America, and Europe.
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Product Development Team: Designed the ETU shoe to meet modern dancers’ needs.
Digital Marketing Team: Executed paid and organic campaigns across social and e-commerce platforms.
Influencers and Brand Ambassadors: Amplified the campaign’s reach through authentic endorsements.
Retail Partners: Supported the launch with in-store displays and promotional materials.
PROJECT OBJECTIVES
Launching a versatile footwear range that meets the needs of modern dancers.
Generating sales growth by positioning ETU as both innovative and essential.
Enhancing brand equity by aligning Bloch with the dynamic, unexpected nature of contemporary dance styles.
THE CONSUMER INSIGHT
Dancers increasingly demand footwear that adapts seamlessly to diverse styles and performance environments. The ETU collection’s blend of functionality, comfort, and cutting-edge design directly addresses this unmet need, positioning Bloch as an industry innovator.
THE CLIENT AMBITION
Bloch sought to diversify its product offering while capturing a broader audience, including contemporary dancers and multi-discipline performers, to solidify its reputation as a forward-thinking leader in dancewear innovation.
My Strategic Approach
The "Expect the Unexpected" campaign was designed to maximise reach and revenue through targeted initiatives:
Product Messaging: Highlighted the ETU shoe’s unique features, such as its adaptability across dance styles, lightweight construction, and durability. Messaging emphasised the collection as a must-have for dancers seeking performance without compromise.
Multi-Channel Activation: Combined digital campaigns, influencer partnerships, and retail activations to create a cohesive launch strategy. Key platforms included Instagram, TikTok, and e-commerce sites to target both younger dancers and established professionals.
Event Integration: Hosted in-studio and virtual launch events to engage the dance community, featuring live product demonstrations and exclusive first-look opportunities.
Content Strategy: Created dynamic video content showcasing the ETU shoes in action, leveraging the tagline "Expect the Unexpected" to highlight their versatility and appeal.
The Results Speak for themselves
The ETU Shoe Collection launch exceeded expectations, positioning Bloch as a leader in versatile dancewear:
Revenue growth: The ETU collection achieved a +120% of the projected sales target.
Market expansion: The campaign drove a 25% increase in first-time purchases from contemporary and multi-discipline dancers, expanding Bloch’s customer base.
Engagement metrics: Campaign content garnered over 750,723 video views across Instagram and TikTok, with an average engagement rate of 18% (well above industry benchmarks).
Conversion rates: E-commerce conversion rates for ETU product pages improved by 20%, with an average cart value increase of 10%.
Retail performance: In-store sales of the ETU collection grew by 35%, supported by interactive displays and live product demonstrations.
