Case Study

Ponto Footwear

Pontos in grey, brown, and black
Made from recycled and bio-based materials, Ponto's goal is to make sustainability a priority. Ponto's sleek dress sneakers, made with a sugarcane sole and recycled leather top, do just that. Every time you purchase a pair of Pontos, they’re shipped 100% carbon neutral, and a portion of the proceeds are donated to efforts to protect our oceans. Plus, the blend of sneaker-level comfort with dress shoe elegance means Pontos can easily take you from dressed up at the office to a casual day around town.

Ponto is innovating the ethical shoe game.

Ponto’s Unique Marketing Challenges

Ponto developed an amazing product with cutting edge sustainability efforts.However, as a direct-to-consumer-first shoe company, the brand needed to tell the world about their product in order to generate sales. Ponto’s goal was to reach customers that share the same passion for sustainability and love for the environment.

Ponto has a great product, but needed help expanding their quality audience.

icepop’s Creative Solutions

Focused on high-quality ad creative and innovative audience ideas to reach an eco-conscious consumer group, icepop helped launch Ponto to the world. Even in the midst of a pandemic with consumers quarantined at home, icepop was able to work cross-functionally with Ponto to help bring the brand to life.

Paid Social Media Strategy

Ponto social media ads
It can be challenging to create content that catches a user's attention on each of the Paid Social Media Platforms. Usually, the best ads on Instagram Stories tend to be very different than the best ads on TikTok or Facebook's Feed placements. icepop collaborated with Kelseys Wisdom on all of the creative assets for Ponto's digital ads. We tell Ponto's story in a beautiful and compelling way, unique to each platform: Instagram, YouTube, TikTok, and Facebook. We measure the success of each creative on each platform with the success indicators we've come to find from each platform. We've created and tested thousands of iterations of ads and continue to keep improving messaging and visuals to improve Ponto's ROAS.

In certain cases, in-feed video ads outperformed standard photo ads click through rate (CTR) by up to 128%.

Paid Search Strategy

icepop deployed ads across Google's network leveraging Search, Performance Max (formerly Google Smart Shopping), YouTube, Display, and Discovery ads.
ponto search ads
icepop deployed ads across Google's network leveraging Search, Performance Max (formerly Google Smart Shopping), YouTube, Display, and Discovery ads. On the performance max side, we integrated reviews on the products to increase click through rates.

In Q3 of 2022, conversions have increased 23% for Ponto’s performance max campaign, without increasing spend.

icepop also implemented sequential youtube ads to Ponto’s search strategy. With ad sequencing, an advertiser can tell a product's story through a series of ads shown to a potential customer over time. Every time a user opens a new session on YouTube, they will get the next sequence of the advertisement. Ad sequencing opened up the door for Ponto to share its message, and show the benefit each purchase has on the environment.

YouTube increased branded search interactions by 470% in Q3 of 2022.

Organic Content Strategy

ponto blogs
icepop saw the potential in positioning Ponto’s website as a relevant answer to customer questions. This drove organic traffic to the website of customers looking for sustainable shoes. Some blogs that took advantage of this strategy are:

The Dress Sneaker: A Complete Guide
5 Fall Fashion Tips To Elevate Your Style
5 Creative Ways To Upcycle your Old Stuff

Here are just a few of the keywords Ponto has started to rank for since launching icepop’s blogs:

Dress sneakers
Dress shoe sneakers
Sneaker dress shoe hybrid
Elevate your style
How to elevate your wardrobe


Ponto’s website saw a boost in site traffic following each post, and continues to see organic traffic each month from relevant keywords such as these positioned throughout the blogs. 

There was also a need to optimize title tags, meta descriptions, and product descriptions sitewide to capture those same relevant keywords. Icepop reworked Ponto’s website content to improve search potential. The proof is in the traffic numbers.

In the last 12 months, Ponto has increased organic impressions by 42% and organic clicks by 157%.

Major Win

icepop’s innovative approach to content has had an impact on other areas of Ponto’s marketing. In fact, a text ad campaign we came up with at icepop two years ago has evolved into an amazing billboard ad seen by thousands of drivers in the United States today. The same Ponto text ad is also scattered across subway trains in New York City.
ponto billboard

Looking Ahead

As Ponto looks to expand into more retail locations, icepop has begun Geo-Fenced Ads. Geo-fencing uses location data to push relevant ads to smartphone users in a specific area - essentially creating a digital “fence” around a location, and everyone in that “fence” can be served the ad. These geo-fenced ads target users near physical locations where Pontos are sold, prompting them to head to stores and purchase Pontos.

Ponto’s rapid success over the past two years has exceeded our expectations and helped to establish Ponto in the market as a high-quality, sustainable shoe brand. icepop will continue to build creative digital marketing campaigns to connect Ponto with like-minded consumers and to see conversion rates grow at an even faster rate than they ever have before.