Grafters
Case Study
Grafters Campaign: Celebrating Passion and Authenticity in Design.
M+
A total Opportunity to See of 2,120,200
94 pieces of coverage.
M+
Our social impressions peaked 4,729,957
The Challenge
Cat Footwear struggled to emotionally connect with UK consumers and had low unaided brand awareness, meaning consumers rarely recalled the brand without prompts
To address this, I was tasked with creating a campaign that would resonate naturally with our target audience while staying true to Cat's ethos of championing doers, makers, and creators.
We needed to create a campaign which resonated organically with the CAT target audience, here are other challenges we faced:
- Struggled to achieve strong unaided awareness among target audience.
- Adhere to company ethos of championing doers, makers and creators.
- Emotionally connected to UK target audience.
The Solution
I created a campaign called Grafters, which celebrates the passion and authenticity of designers, graphic artists, and artisans throughout the UK.
Showcasing their inspiring stories and craftmanship through a global social media rollout, organic press, and in-store displays. By exploring the lives of each creative, we put the spotlight on talent over follower count.
This content provided an authentic glimpse into their crafts, exploring what it means to create and offering insight into the inspiration behind their work. We merged with CAT's Footwears heritage with their key product collections for this campaign.
Summary
Over the course of the campaign we were able to:
- Demonstrate the campaigns broad visibilty, show significant organic press and display high social media engagement.
- Succesfully tackle CAT Footwears struggle to emotionally connect with UK consumers and increase unaided brand awareness.
- Celebrate authentic creators, showcasing their inspiring stories through global social media, press coverage and in-store displays, whilst alligning with CAT Footwears ethos.
- Showcase talent over metrics to a campaign which delivered high results.
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