Case study
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.
Services
SEO • AEO/GEO • Analytics & Reporting • SEM + PPC
Industry
Manufacturing / Textiles
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.
Key objectives
- Align digital visibility with Polartec’s industry leadership
- Increase engagement with B2B audiences in the outdoor and apparel industry
- Improve measurement and reporting across digital channels
- Support long-term digital growth and product storytelling
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
01
Step 1
Build the Foundation: Established a reliable measurement framework to better understand how high-value audiences engage and move through the funnel.
02
Step 2
Shift the Focus: Shifted search visibility away from broad product terms toward high-value textile engineering topics aligned with industry decision makers.
03
Step 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.
04
Step 4
Activate in Market: Applied this audience-first approach to product storytelling, supporting launches with campaigns designed to drive deeper engagement.
Results
Strong, measurable results
35%
Video Completion Rate
75%
Increase in Non-Branded Organic Clicks
6M
Display Impressions
As Polartec’s strategy became more focused on high-value audiences, performance strengthened across channels. Non-branded organic clicks increased 75%, while display campaigns generated 6 million impressions and video achieved a 35% completion rate. Together, these results demonstrate stronger visibility and engagement among the product developers and decision makers who influence material selection and adoption.
Get started
Bridge the divide between traditional media and digital tactics.
Omni-channel campaigns from Sonar reach your audiences where and when you need to most.
Reach out using the form on the right, or give us a call at 207-747-5536
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
With strong engagement validating visibility among product developers and brand partners, the next opportunity lies in strengthening the path from research to material specification, turning high-intent interest into product adoption.
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.
Get started today
And get on your way to better results and a clear way forward.
Call