Making Betterfelt Slippers The Gift of the Season

Toronto-based Betterfelt creates high-quality, Fair Trade certified wool felt slippers that combine Danish design with superior Nepalese artisanship.

Our Engagement

The Challenge

The slippers are cozy, comfy, and good for people and the planet. Yet the company lacked name recognition in Canada, and that was translating into fewer sales. So they brought in Anamorphiq to help.

The Objective

Our goals were to support Betterfelt’s business and revenue growth by: Building awareness of the product among Canadian media Establishing a presence in the footwear category in Canada

The Approach

Our approach to media relations for Betterfelt was twofold: 1Highly targeted campaign built around reviews and gift guides, with a focus on the holiday season 2Storytelling, featuring the rich history of Betterfelt and the brand’s deeply held values of Fair Trade We did this in tandem with an integrated social, digital and content marketing program, as well as brand and website development – all led by the Anamorphiq team.

The Results

Betterfelt went from zero media awareness to coverage in some of the top-tier outlets in the country – including a coveted spot in the Toronto Star’s Gifts That Give Back section. This was incredibly valuable to Betterfelt because consumers look to these trusted sources for guidance when doing their holiday shopping.

We also achieved feature coverage about the company, its owners and its values in more niche publications such as Menswhere, providing an opportunity to more fully tell the story of Betterfelt to new audiences.

The best news: Betterfelt’s brand awareness grew, as did sales, and it had a strong foundation for ongoing media relations and PR. And more Canadians slid their feet into a pair of cozy, Fair Trade slippers!

Tagged Branded Content, Earned Media, Influencer Relations