Building trust and breaking into new markets with Superfeet

Put yourself in these shoes — or rather, insoles — for a moment: You’re a heritage brand killing it in one market, but now you’re stepping into new territory. How do you crack into that market and, more importantly, win over customers who are more skeptical of reviews than ever?

Our recent study with The Harris Poll revealed that 9 in 10 shoppers are selective about the reviews they trust, and 83% prioritize expert recommendations over influencer endorsements.

Superfeet, a long-time leader in performance footwear, faced this exact challenge when they launched their new Work line designed for people who spend long hours on their feet in demanding work environments. Their partnership with ExpertVoice, which began over a decade ago as a way to educate retail associates and reach industry pros, became essential to expanding into this new market.

From collecting thousands of expert reviews to executing a highly targeted product sampling campaign, Superfeet has demonstrated how to build credibility, trust and market reach through thoughtful review generation. In our latest webinar, we sat down with Superfeet’s marketing and sales leaders to uncover how they leveraged expert reviews and product sampling to fuel the success of their Work line launch.

What you’ll learn from the webinar:

Unlocking thousands of expert reviews
Superfeet’s program had quietly amassed reviews — 4,000 of them to be exact —  on the ExpertVoice platform. Once they realized the wealth of customer insights at their fingertips, they leveraged these reviews to build credibility on their product pages, turning skeptical shoppers into loyal customers.

Reaching niche audiences
Learn how Superfeet connected with hard-to-reach audiences like law enforcement, firefighters and construction professionals through a targeted product sampling campaign on ExpertVoice. They generated authentic feedback from these audiences that directly informed product development and marketing strategies.

Supporting a new category launch
Superfeet’s first product sampling campaign produced over 200 detailed reviews and social posts from professionals in high-demand environments. These reviews, typically three times longer than the average, with 73% accompanied by user-generated content, offered valuable insights into real-world product performance. See for yourself – check out one of their favorite reviews, submitted by a firefighter expert, here.

Cross-functional collaboration
Discover how Superfeet brought together their sales, marketing and product teams to maximize the value of ExpertVoice’s platform. From driving product innovation to boosting e-commerce success, every department benefited from expert insights and reviews.

Ready to learn more?

Whether you’re launching a new product line, looking to generate sales from a valuable audience, or aiming to drive authentic reviews from credible voices, Superfeet’s experience offers actionable insights that any brand can apply. Check out the full conversation here.