A campaign to kick the Avenger into gear.

Bata Industrials is a global footwear organisation that was founded in the 1970s in the Czech Republic. After an impressive period of expansion, today Bata Industrials is one of the world’s largest manufacturers of industrial work boots and gumboots. The Australian team, who operate from an office and factory in Mornington, needed our support to launch a brand-new work boot – the Avenger – with never-before-seen technology that reimagined the work boot game.

Who for

Bata Industrials

What we did

Campaign strategy
Creative direction
Photoshoot management
Social media advertising
Google advertising
Organic social media
Electronic direct mail (eDM)

Industry sector
Visit website

We’ve been working with the Australian Bata Industrials team since 2016, so we had a robust understanding of their products and target market – however, we still had to start with a campaign strategy to determine the best promotional tactics. When the Avenger boot was first prototyped, we knew the launch campaign had to have ‘wow’ factor and a magnificent quality to it – so we called in Boost Master Bob and provided photography and videography direction.

To ensure the Avenger was on store shelves and ready to purchase across the country, we supported Bata Industrials with a series of electronic direct mails (eDMs) to distributors, along with crafting an impactful exhibit stand and offer for national trade shows. All of this built hype and anticipation ahead of the official launch and resulted in 35 distributors ordering stock within the first month after release.

Launching the Avenger to consumers was the last piece of the campaign puzzle. We designed engaging and compelling digital advertising across Facebook, Instagram and YouTube, and carried those dynamic creative assets into organic social media posts and onto the website (where people go to find their closest store to purchase). In the first three months, Bata Industrials website sessions increased by 48 per cent.

The outcome

We continue to successfully work alongside Bata Industrials and strengthen our trust with the Australian team. We’re currently working on a similar campaign to launch an extension of the Avenger range, and we aim to keep supporting Bata Industrials to achieve their business and marketing goals.

“The PIER team helped us take the Avenger launch from idea to execution – we couldn’t have done it without them. We strongly value their marketing expertise and direction – it’s a great partnership.”

–  Michael Hatfield, National Sales Manager at Bata Industrials Australia

Ready to work with us?