In 2024, Upstride Agency was engaged by Honeywell to develop and execute a national marketing campaign for Oliver, a leading Australian work boot manufacturer.
This project marked Oliver’s first national marketing effort, aimed at elevating brand presence and driving engagement across the construction and mining sectors.
WHAT WE DID
Upstride’s strategy was built on deep market insights and targeted research. We conducted extensive qualitative and quantitative research to shape a campaign that would resonate with Oliver’s target audience.
Insights Report Development
Market Research: Conducted 15 qualitative consultation interviews with workwear distributors, Oliver customers, and competitors’ workboot customers to gather detailed insights into market needs and perceptions.
Brand Research Survey: Administered a survey with 113 respondents from the construction and mining industries to capture quantitative data on brand awareness, preferences, and competitive positioning.
Key Brand Insights
Analysis: Synthesised research findings to identify key brand insights, including customer preferences, pain points, and competitive advantages.
Strategy Formation: Developed a campaign plan based on these insights, ensuring alignment with Oliver’s brand values and market opportunities.
Campaign Plan Development
Strategic Framework: Created a detailed campaign plan outlining objectives, target audiences, messaging, and channels. The plan was designed to effectively position Oliver in the national market.
Creative Development: Conceptualised creative elements that would resonate with the target audience, including digital, print, and outdoor advertising components.
Media and Channel Strategy: Identified and planned media placements and channels to maximise reach and impact across the construction and mining sectors.
