SANITA
REVITALIZING THE MARKETING BEHIND A HUNDRED YEARS OF HANDMADE QUALITY
THE CHALLENGE
For over 100 years, Sanita has been synonymous with clogs; durable, comfortable, and trusted by professionals who spend long days on their feet. From carpenters to chefs and healthcare workers, the Danish brand is a longstanding staple in workwear.
In late 2023, the US division of the Sanita brand wanted to pivot: their solid reputation among older demographics provided a stable consumer base, but the brand struggled to connect with younger audiences. To compete in the modern market the brand needed to evolve its creative presence, refresh its voice, and show that heritage can still resonate with today’s modern professionals and style-conscious consumers.
THE STRATEGY
Our approach to Sanita combined the heritage and storytelling of a time-tested product with modern creative execution and a more culturally relevant, timely content strategy that still preserved the best aspects of the brand. We leaned into craftsmanship and bespoke quality while reframing the clogs as a smart, stylish, and practical choice for millennial and Gen X audiences.
The Strategy focused on:
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Highlighting professionals in real settings, such as carpenters, chefs, and service staff, showing why they trust Sanita products.
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Creating campaigns that mix tradition and trend, positioning Sanita as both a reliable and fresh option.
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Building ad creative that spoke directly to the target demographic’s values: quality, authenticity, and individuality.
THE EXECUTION
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DS Media developed an integrated strategy of organic content and paid advertising:
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Recurring ad campaigns optimized for both brand awareness and engagement, blending lifestyle media with brand storytelling.
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Consistent short form content showcasing Sanita clogs in active, real world use.
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A curated content strategy that balanced heritage with modernity.
THE RESULTS
The Sanita brand has aggressively broken into new demographics, capturing a younger audience that increased both awareness and measurable returns:
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Average Google Ads ROAS of 7:1
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Meta Campaign Clickthrough rates of 10%+ (6 month average)
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Average 1M impressions monthly across platforms
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A consistent follower growth of 15%+
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FROM THE CLIENT
"I’m really pleased with what has come out of [DS Media's work] so far. I’m really loving the direction and the overall vibe. It’s exactly what we’ve been looking for."​
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- Molly Garson, Creative Manager
WHAT WE WANT YOU TO TAKE AWAY
Sanita’s success in their rebrand emphasizes one of the core pillars of digital marketing: creative is the force multiplier. Campaigns perform exponentially better when media, copy, and targeting align with the target audience. For Sanita, reworking creative direction to speak to younger consumers boosted their engagement, growth, and conversions by approximately double their prior results.
A strong product is incredibly important. What’s just as important is communicating that product in a manner consumers want to engage with.
THE FUTURE
Sanita’s ongoing revitalization as the brand continues to modernize is headed up by their creative director, Molly Garson. As she steers the ship, we look forward to continuing our contributions in bringing their vision to life and maintaining the powerful momentum we’ve generated for the Sanita brand.
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