Proven On Site
Case Study
Celebrating Everyday Heroes in Construction and Community
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Social organic reach of 19,106
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25,361 Social organic impressions
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Social organic engagements reaching 1,103
The Challenge
CAT Work Footwear faced the challenge of creating a campaign which resonates with current consumers, as well as appealing to our target audience and younger generations.
We had to also educate our consumers on which boot or shoe is best suited for different types of jobs, the challenges included:
- Education based upon different industries and use cases for the shoes/boots.
- Information on the clear benefits and highlights of each product.
- Campaign creation based upon not only maintaining exisiting customers but also hitting new audiences.
The Solution
Proven On Site was the campaign that we came up with. A campaign that was designed to celebrate all the unsung workers quietly contributing to making their communities better places.
The project was the perfect way to prove that CAT work boots perform and look best when they are doing what they were made to do - helping hard workers get tough jobs done.
Further to this campaign we introduced the Trials and Tribulations challenge, where our characters put their shoes to the test in their respective industries and posted on their socials.
For example, site workers ran over their feet with diggers to test the steel toe, which withstood the weight.
This was risky and challenging, but it was also funny and hhugely entertaining, attracting large audiences to the videos.
Summary
Over the course of the campaign, we were able to:
- Reach thousands of people through social media to raise awareness and eductaion around the shoes.
- Create a social media trend via Trials and Tribulations to increase the engagement of the campaign.
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