Effective Marketing Is About Creating a Movement, Not Selling a Product
Kegan Schouwenburg is the co-founder and CEO of SOLS, a company that creates 3-D printed orthotic insoles.
She's also a storyteller. A large part of SOLS marketing consists of providing a platform for individuals to share how their lives are improved by SOLS' insoles. Campaigns have spotlighted a stay-at-home mom playing with her kids in the park, a young entrepreneur working hard (and playing harder) and a runner who wants to go the literal extra mile. "We helped them to tell their stories…and talk about who they are, why they chose SOLS and why it's a part of their lives," says Schouwenburg.
For a recent video spot, Sols' marketing team abstracted and stylized the above concept. The film, which is less than two minutes long, tracks a young girl's transition from child to adult via key moments in her life. Throughout, the camera's focus remains on her feet. In one scene, she enters a club and, serendipitously, knocks into a boy. Their feet touch. The moment is meant to incite an immediate sense of connection.
"We have all been there in that moment, like oh my god, my foot just brushed up against this other person's foot, and my heart is palpitating," she says. "This is a moment you remember forever."
For Schouwenburg, effective marketing deals exclusively in real stories and real emotions. For more on her commitment to building a movement, not a brand, watch the above video.