Case study · Vivobarefoot
A barefoot community of 7,000 in six months.
Community and experiential marketing for Vivobarefoot. More than 60 branded events, workshops at premium wellness festivals, and an in-person community that grew past 7,000 people in six months.
The Brief
Vivobarefoot makes footwear designed for how humans evolved to move. The brief was to bring that idea to life in person, build a community around it and turn that energy into customers who stay.
The Challenge
Barefoot is something people understand once they feel it.
The task was getting thousands of people to that moment, then keeping them close to the brand once they had gone home. That meant joining up events, digital, email, social and retail so each one led naturally into the next.
The Concept
Experience first
Lead with the body. Every channel was built around one in-person moment, and everything else existed to create that moment or carry it on.
Feel it
Get people moving.Branded events, workshops and festival sessions where people could move and feel the ground.
Keep it
Stay connected.A digital community platform, content and email to keep people close between events.
Live it
Make the next step easy.Retail, partner brands and a sharper customer journey from first event to first pair.
The Delivery
More than 60 branded in-person events, from community sessions to the festival circuit.
I represented the brand and delivered workshops at premium festivals including Medicine Festival, Health Optimisation Summit, Wasing Estate Equinox, Broughton Hall and Joe Wicks Festival, and built the marketing around those moments so every event fed the community, the content and the shop.
Branded events
60+ in-person events, generating millions in social reach and impressions.
Festival workshops
Workshops for festival audiences at some of the biggest names in wellness.
Community platform
A digital home for the community to connect between events.
Multi-channel strategy
Events joined up with digital content, email, retail and social to drive acquisition and retention.
Brand partnerships
Strategic partnerships with 15+ complementary wellness brands.
Team training
Digital platform best-practice training for international teams, improving consistency across regions.
The events were the front door.
Analysis and testing along the customer journey turned more of those first experiences into lasting relationships, lifting event conversion rates by more than 30%.
The Results
Alongside the numbers, the events generated millions in social reach and impressions, and international teams came away working from the same playbook.
What it taught me
People believe what they feel. Put the experience first and the marketing has something true to talk about.