Case studies » Nano-Tex
Corporate Profile Building
Client Engagement
In 2004, Nano-Tex had little recognition in the enhanced textiles market – an industry with well-known existing players (DuPont/Teflon, GORE-TEX) and little consumer and/or apparel brand differentiation between products.
At the same, the challenge was sharpened as Nano-Tex had to raise brand awareness of the company and its products without being associated with the negative publicity that engulfed DuPont, who found itself in the middle of a health scare regarding Teflon-related chemistry called PFOA.
Double Forte launched a two-tiered media relations campaign to (1) position Nano-Tex as a valuable company with a scalable, compelling and marketable product among apparel brands; and (2) drive consumer demand and products sales of its customer’s products to demonstrate value.
To do this Double Forte created a very effective customer trial program of Nano-Tex-enhanced apparel. We solicited consumers from all walks of life and all parts of the country to wear the Nano-Tex clothes and see what a difference the clothes made in their days. After wearing the clothes, every tester agreed to share their comments, and Double Forte created a large library of customer profiles to be used to provide “third party endorsement” in local and national media stories.
We also developed a media “reviewer’s guide” – complete with clothing, liquids repellency “demo” kit as well as a treasure trove of interesting “media-ready” background material.