The Challenge
Multinal is a leading distributor and manufacturer of industrial and safety footwear in Colombia and Panama, serving sectors that demand high-performance products such as composite-toe boots, dielectric footwear, heat-resistant protection, waterproof work boots, medical footwear, school shoes, and professional-grade occupational footwear.
Before becoming Multinal, the company operated under a different brand name. During that period, Conceptus helped scale their digital revenue from approximately 80 million COP in monthly average sales to 300 million COP within the first year.
By the second year, the company had already generated 300 million COP within the first seven months.
Then everything changed.
Due to legal reasons, the company was required to fully rebrand. This meant:
- Launching under a completely new name
- Losing accumulated brand recognition
- Starting from zero domain authority
- Rebuilding SEO rankings
- Recovering lost market positioning
The challenge was not just growth.
It was rebuilding authority and recovering market share — fast.
The Strategy
Conceptus approached Multinal as if launching a high-growth startup within an already competitive industrial footwear market.
The strategy focused on:
- Rebuilding digital authority from zero
- Recovering lost organic traffic and paid positioning
- Re-establishing brand trust through content and consistency
- Developing a performance-driven e-commerce structure
- Leveraging paid acquisition to accelerate recovery
We treated Multinal not as a continuation of the past brand, but as a new digital asset that needed to reclaim its position aggressively and strategically.
The Execution
We designed and developed Multinal’s new e-commerce website, structuring the user experience to support both industrial buyers and retail customers. The platform was optimized for product discovery, technical specification clarity, and conversion.
Simultaneously, we launched performance campaigns across Google Ads and Meta to immediately capture commercial demand in high-intent footwear categories. Campaigns were structured around industrial search queries, safety certifications, and occupation-based targeting to reach decision-makers and end users alike.
On the organic side, we implemented a technical SEO strategy to rebuild domain authority and re-rank critical product categories. Content development focused on safety standards, product benefits, and sector-specific use cases to strengthen visibility and credibility.
Social media strategy and content production played a key role in restoring brand presence. We developed consistent visual identity, product education content, and performance-driven creative assets to support both awareness and remarketing efforts.
Website administration, optimization, and continuous performance analysis ensured that traffic translated into measurable growth.
This was not simply a rebrand.
It was a full digital reconstruction.
The Results
Within the first 60 days after relaunch:
- 50% of previously lost market share was recovered
- Rapid rebuilding of search visibility and brand positioning
Following stabilization:
- Sustained average growth of approximately 15% month-over-month
- Re-established authority in the industrial footwear market
- Strong performance across both paid and organic channels
Multinal successfully transitioned from a forced brand reset to a scalable, growth-oriented digital operation, now positioned as a recognized leader in safety and occupational footwear.
Services
- E-Commerce Website Design & Development
- Website Administration & Optimization
- Search Engine Optimization (SEO)
- Google Ads
- Meta Ads
- Social Media Strategy
- Content Creation & Production