What we were asked to do
Authentic makes made-to-order shoes, but that core differentiator wasn't coming through online. The brand already had a social presence, a Facebook community of more than 30,000 followers and active promotional campaigns.
The challenge
The messaging didn't answer the simple questions: What makes Authentic different? Why choose custom shoes? How do you order them? The result was fragmented communication, a low conversion rate and ad budgets that weren't reaching their potential.
Our approach
Step one was making the offer easy to understand. We built a communication plan with custom-made shoes at the center of the message, where every content category had one job: explain, demonstrate or support that differentiator. The focus:
- The process behind a made-to-order pair
- The ways each pair can be customized
- How it differs from buying a standard pair
- How ordering works
- The finished product and the customer experience
- Building trust in the brand, consistently
Content that explains the product
We developed and produced video content designed specifically to remove the barriers in the buying process. Tailored Media handled all of it: concepts, scripts, filming, appearing on camera and editing.
Social media + Meta Ads
We connected organic content and advertising around one message: Authentic = shoes made for you, not shoes picked off a shelf. The videos made for social also went into the Meta campaigns, including clips that simply explain how ordering and customization work.
Re-engaging a 30,000+ community
Authentic already had a valuable asset: a Facebook community of more than 30,000 people. By returning to consistent, much clearer communication, we started reactivating that audience.
Three things that made the difference
What came out of it
From an unclear online presence and inefficient ad spend to coherent communication, consistent content and campaigns built around the brand's real differentiator.
- The existing Facebook community of 30,000+ started re-engaging
- Results showed up not only in engagement but in messages with real purchase intent, straight from the existing community
April–August 2026
Who did what
The next fitting
The first stage focused on rebuilding the brand's image and online presence: clearer positioning, a coherent communication direction, consistent content and materials better suited to performance. Next, we build on that foundation and gradually move into growth:
- Keep strengthening the brand's image and recognition
- Steadily grow the volume and variety of content
- Test new creative directions for performance campaigns
- Gradually increase the Meta Ads budget as we identify the best-performing creatives and audiences
- Scale the campaigns without sacrificing efficiency
The idea isn't to raise the ad budget before the foundation is right, but to invest more once the message, the image and the conversion mechanism are properly in place.
