Content · 2024 · United States
Allbirds
A quieter brand voice that landed louder
A content and social strategy refresh for Allbirds as it moved into its second decade.
+2.4×
Organic engagement
$6.8M
Newsletter revenue
-37%
Content production cost
22 tier-1 placements
Earned press
Services
Region
United States
The Challenge
What we were asked to solve
Allbirds’ voice had drifted toward sustainability boilerplate in a crowded field. The brand needed distinctive, earned-attention content.
Our Approach
How we built it
- 01
Rebuilt the content pillars around material science, craft, and "quiet confidence."
- 02
Launched a slow-publishing model — fewer, sharper posts with original photography.
- 03
Created a newsletter (The Wool Quarterly) that became the brand’s highest-intent channel.
The Outcome
Where the work landed
Organic social engagement rose 2.4× with half the posting cadence, and newsletter-driven revenue crossed the mid-seven figures in year one.