Wigwam Mills Sock Website Design by MSLK

Challenges With a newly repositioned brand strategized by MSLK, Wigwam Mills, a performance based sock manufacturer, sought to form an online presence reflective of its new identity. The challenge was to create a website that not only reinforced the new category distinctions but virally grew online traffic and ultimately increased sales. Furthermore, the website would have to pull content from Wigwam’s existing database system, which powered the company’s manufacturing process. Strategy With a newly repositioned brand strategized by MSLK, Wigwam Mills, a performance based sock manufacturer, sought to form an online presence reflective of its new identity. The challenge was to create a website that not only reinforced the new category distinctions but virally grew online traffic and ultimately increased sales. Furthermore, the website would have to pull content from Wigwam’s existing database system, which powered the company’s manufacturing process. Design MSLK created a user-friendly, highly interactive website that was strategically optimized for search engines with a HTML foundation. Furthermore, the look and feel mimicked the packaging by incorporating its tactile qualities. The website was given a warm and authentic, Made in the USA atmosphere that was uniquely Wigwam and brought the packages “to life.” In addition, we developed a blog to create an online community that featured “Trailblazers” who lived active lifestyles and were avid consumers of Wigwam products. Success The site has become a key touchpoint for sales. Increased and repeat traffic on the more socially-enabled site increased by 48.9% over the first 2 years, and has lead to a 40% rise in sales with online retailers. Furthermore, reports have shown that tools like the Sock Finder have been successful at connecting consumers with the perfect product and solidifying brand loyalty.     Product category landing pages, featuring rotating education panels highlighting key sock construction features. Featured products by brand ambassadors, called Trailblazers, went on to become some of Wigwam’s top selling products. A dynamic sock finder, allows users to continue to refine their search by key sock features. With 278 different sock styles, Wigwam offers more features than consumers can imagine. This dynamic sock finder is available through out the site and allows users to select multiple sock features, connecting with the sock of their dreams.       MSLK helped Wigwam identify key athletes to act as brand ambassadors sharing their “Tails from the trail” on Wigwam’s blog and on social media.