212 Performance manufactures industry-leading protective gloves, primarily for distribution through large-scale industrial safety providers. As a regional brand, they wanted to make the leap to national store and D2C sales. To achieve credibility in the eyes of big-box store buyers, they turned to Lineage to help bolster their fledgling social media presence.
Lineage Digital translated the branding from 212’s recently redesigned website to a complete creative strategy for social media, encompassing static and motion graphics, scripted posts, and media spend. Our strategy team developed one-off and recurring concepts targeting both 212’s core audience and additional segments primed for expansion, while our designers created a high volume of content by repurposing 212’s existing materials. We also captured original video for a recurring UGC series, providing authentic, serialized content at a very low cost.
The first half of the four-month initiative focused on general audience building and brand recognition, while the second half narrowed focus on specific segments to drive sales.
Over the initial six-month period, 212’s Facebook following grew from 1828 to 51651 (2725%), with a $0.38 CPL for paid page likes. On Instagram, the halo effect from this explosive growth drove a 394% organic increase in followers—nearly doubling the following from 3,000 to 5,600 over one 60-day period—with our content achieving a 3.8% organic engagement rate.
We continue to work with 212, and look forward to helping the brand become the top glove company on social media.
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This global insurer’s visually revamped marketing is anything but neutral