How Educating an Audience & Creating Awareness Helped Allbirds Become a Billion-Dollar Sneaker Brand
By: Thakur Rahul Singh
Tags: Branding Strategy, Branding, Case Study, Marketing Strategies, Marketing

Educating people and being transparent in their approach

To sell a product that is environmentally friendly and accounts for a positive natural impact.

As a business owner (or) a marketer, all you need to do is spread awareness as it’s benefits.

Sneakers being manufacture from a sheep’s wool. Allbirds had the advantage to authentically push their brand out and be transparent about their process and clearly shared their impact on the environment.

Many studies say that people are initially triggered to buy products from Eco-friendly brands. But at the end of the day, many of them don’t.

But here, Allbirds not only been an Eco-friendly brand. They ticked a lot of boxes for their customers, like:-

Being comfortable and long-lasting

Being minimalist with simpler designs with few selected colors

Being budget-friendly (Starts at 95$)

Besides this, I want to shed light on the essential steps that this brand took to sell millions of sneakers pairs in just two years.

They educated people and built awareness through their website.

If you're an Allbirds sneaker fan (or) have been following the brand for a long time. Then you would know that, the brand is know for it’s education and awareness campaigns.

From the very beginning, they focused on providing products manufactured from natural sustainable materials. After releasing their initial shoes into that market in 2017, Allbirds ran extensive campaigns educating and making people aware of their products and manufacturing process.

Throughout their website and sometimes on Instagram, Allbirds have prioritized spreading the word 'footprint' to educate people.

The best example is their webpage dedicated to Sustainability,

Screenshot by Author

Screenshot by Author

Here they have mentioned, what is a carbon footprint — thus, educating their readers!

On the other side, Allbirds shares its work on zero emissions and is equally transparent about what material goes into the making of their sneakers.

Now, people know what Allbirds are made up of, and they are aware of what they’re buying into + it’s impact on the nature.

Doing it on social media too

Millennials and Gen Z spend their drastic amount of time daily on social media. Brands can't ignore the power of social media for their business.

Allbirds is not an exception for this. They are on top of their social media game. Regarding educating and creating awareness on social media too.

Their Instagram content and YouTube videos are an excellent example of this

On their Instagram, there are multiple occasions where Allbirds didn't shy away from spreading the word 'footprint' and are always eager to share their products, which represented a positive impact on the climate.

Allbirds Instagram Story (Source: Instagram)

Their YouTube videos have always been authentic, straightforward, and informational.

The most popular videos on their channel are about sharing a message and talking about their footwear — enlightening people about their brand.

Screenshot by Author

The videos with titles like:-

Allbirds: Meet Your Shoes — Sheep Meeting

Allbirds: Meet Your Shoes — Tree Meeting

Allbirds: From Sugar To Shoe

Allbirds Wool Runners: Comfy Shoes Made From Sheep

Have millions of views.

All videos tell a story of Allbirds sneakers being manufactured using natural materials like wool, sugarcane, and trees. This sends out a positive signal towards their end user regarding both the sneakers and the brand.

Other videos with titles like:-

Allbirds: The Parents

Allbirds: The Gift

Allbirds: The Arrival

Allbirds: The Nutcrackers

Are meant to show us the uncomfortable experiences we encounter during holiday seasons and share how Allbirds sneakers can make you feel good by wearing them during such times. Boom! Connecting people with emotions and experience that everyone can relate to