Over six years, the brand transformed from traditional marketing into a digital, community-focused powerhouse.

When the pandemic canceled 12+ annual tradeshows, the strategy went full throttle, focusing on authentic connections with individual users while nurturing the online community as a whole—Facebook Lives three times a week, user-generated content, and interactive initiatives that engaged and connected audiences. This approach mitigated losses, surpassed the impact of in-person events, and drove measurable growth.

YouTube subscriptions reached 40K, livestreams 400K views views in the first week, and segmented email campaigns generated ~40% of online sales YoY, leading to a permanent reduction of tradeshows from 12+ to 2 per year.