Polartec
Architecting a targeted B2B digital strategy to shift Polartec’s visibility toward product developers and decision makers, strengthening engagement and supporting global product innovation.
THE CHALLENGE
When Industry Authority Doesn’t Translate to Visibility
Polartec has long been recognized as a leader in performance fabrics, trusted by many of the world’s top outdoor and apparel brands. But its digital presence did not reflect that leadership among the audiences who ultimately influence material selection.
Search visibility was heavily weighted toward broad product-related terms, including materials Polartec did not manufacture. As a result, visibility was high, but not always with the right audience or at the right stage of the research process.
The opportunity was not simply to drive more traffic, but to shift visibility toward product developers and decision makers earlier in their research, where material decisions begin to take shape.
THE SOLUTION
A Targeted B2B Digital Strategy
We partnered with Polartec’s global marketing team to shift from broad product visibility to a more targeted, audience-first strategy focused on reaching product developers and brand partners.
The approach combined SEO, search visibility improvements, and stronger analytics infrastructure to introduce Polartec’s expertise earlier in the product research process and guide high-value audiences toward deeper engagement.
Product launches and brand initiatives then scaled this approach, expanding reach across channels while maintaining strong efficiency with low CPMs and CPCs. This increased visibility and engagement beyond search alone.
THE APPROACH
How the Strategy Took Shape
- 1
Build the Foundation
Established a reliable measurement framework to better understand how high-value audiences engage and move through the funnel.
- 2
Shift the Focus
Shifted search visibility away from broad product terms toward high-value textile engineering topics aligned with industry decision makers.
- 3
Align to Audience
Developed SEO and content strategies to reach product developers earlier in the research process and align with how materials are evaluated.
- 4
Activate in Market
Applied this audience-first approach to product storytelling, supporting launches with campaigns designed to drive deeper engagement.
Strong, Measurable Results
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High-Impact Engagement Across Channels
As visibility shifted toward higher-value audiences, engagement improved across channels, reinforcing stronger alignment between message and user intent.
During September–October 2025, the AirCore campaign demonstrated this impact in market. Video retargeting drove a 27% view-through rate, while display achieved an average 5% click-through rate, signaling meaningful engagement from audiences already in the research process.
This performance extended across Search, Display, and YouTube, alongside growth in branded search interest, indicating increased visibility among audiences more likely to influence material specification and product adoption.
THE STORY
A Stronger Digital Foundation Supporting Long-Term Growth
As Polartec’s digital strategy became more focused, it established a stronger digital foundation for long-term growth by prioritizing visibility among product developers and decision makers. Improved measurement and alignment with high-value topics helped ensure efforts supported meaningful engagement and long-term brand impact.
The Next Opportunity: Expanding Industry Visibility
KEY TAKEAWAY
Visibility shifted from broad traffic to the audiences that actually influence material selection.
By aligning search visibility with high-value industry topics and building stronger measurement infrastructure, Polartec gained clearer insight into how digital channels support product storytelling, marketing initiatives, and engagement with product developers across the outdoor and apparel industry.
Polartec is now positioned to build on this foundation with continued digital innovation and deeper engagement with the audiences that ultimately influence material selection. Looking for global reach with effective, efficient implementation?