212 Performance Gloves

Overview

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.

Services

Social Media

Original Content

Video Production

Strategy & Branding

Approach

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.

Results

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.

Content Showcase

Social graphic
Original photography
Original Illustration
Social graphic

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