WE TURNED SMARTWOOL’S R&D PROCESS OVER TO THEIR FACEBOOK FANS.
SmartWool wanted to build market share for a new running sock that they professed to be the best sock ever. It was a pretty big claim for a brand that was most known for hiking and skiing. So, we needed a way to get the word out about the smartest sock on the market. Rather than talking about the technical advancements and rigorous testing SmartWool put the sock through, we decided to ask SmartWool’s enthusiastic fans to do the talking for us. All they had to do is take them for a spin in their own testing environment—the great outdoors – and tell us what they thought. What we heard back proved that SmartWool had successfully minted the best performing running socks in the market. And the Fan Field Testing program was so loved by SmartWool, it has now become central to the R&D process for all new products.