Poland Activation

Case Study

Expanding Creativity: C.A.T. Activation with Gen Z Artists and Influencers

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Reached 473,820 people globally

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Global impressions totalling 658,500

Engagements reaching 1,385

The Challenge

Cat Footwear aimed to expand the success of the Grafters campaign across Europe, selecting Poland as a key market due to its high brand awareness but a need for stronger emotional connection with consumers. The goal was to align with Cat’s global brand strategy while deepening local engagement through creative collaborations.

To achieve this, we needed to develop a campaign that resonated with Gen Z artists and influencers, leveraging their creative talents to strengthen brand affinity. The initiative required an innovative approach to content creation and event marketing, ensuring that it not only highlighted the brand’s identity but also fostered genuine community engagement.

Through our initial analysis, we recognised the following challenges:

  • Transitioning the successful Grafters campaign into a new market while ensuring it remained relevant to the Polish audience.
  • Building an emotional connection with Polish consumers despite the brand already having strong general awareness in the region.
  • Effectively integrating Gen Z artists and influencers in a way that authentically represented the brand while also engaging their communities.
  • Coordinating a high-impact physical event (Intruder Party) that showcased both the artists' work and Cat Footwear’s core brand values.
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The Solution

When Cat Footwear sought to expand the success of the Grafters campaign across Europe, we focused on Poland as a core market. While CAT had strong brand awareness, there was a need to build a deeper emotional connection with consumers by reinforcing the global brand identity.

Our solution was to introduce the Creative Artists Team (C.A.T.), bringing together four talented young artists from different disciplines. Each artist created a unique piece of art inspired by the new Intruder Max or Intruder Mecha, incorporating Caterpillar’s heritage into their work.

The campaign engaged Gen Z artists and influencers, with their creative process and final pieces showcased across their social media platforms, strengthening CAT’s community presence. The project culminated in the Intruder party in Warsaw, where the artists presented their work and connected with their audience in a vibrant, experiential setting.

Summary

Over a four-month period, we were able to:

  • With a strong brand presence but limited emotional connection, we needed to create a campaign that would resonate deeply with our target audience.
  • We collaborated with Gen Z artists and influencers to create unique, culturally relevant content that aligned with Cat Footwear’s global brand identity.
  • We leveraged a mix of social media platforms to ensure high engagement and visibility, maximizing organic reach alongside strategic paid placements.
  • We culminated the campaign with a high-impact experiential event in Warsaw, strengthening CAT’s community presence and brand affinity.
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