Carhartt Company Gear
Carhartt Company GearTM, Carhartt’s B2B business unit, wanted to elevate its “More Than A Uniform” platform during the critical corporate gifting season, a time when businesses traditionally show appreciation to their employees.
We needed to position Carhartt’s premium, customizable workwear as the meaningful alternative to traditional corporate gifts and show decision makers, from HR leaders to procurement teams to business owners, how Carhartt gear not only shows appreciation but boosts morale and pride among crews.
Tapping into the spirit of the season, we reminded gift-givers that the holiday season doesn’t happen on its own. It’s made possible by hardworking trade professionals who find another gear during the busiest time of year, from clearing roads to delivering packages, to keeping homes warm and lights on.
Our campaign, “For Crews Who Make the Holidays,” reminded decision makers, it’s not just about giving gifts. It’s about recognizing the critical role their crews play, shouldering the load so the holidays can happen. By giving the gift of Carhartt, companies could give crews a heartfelt “thank you” for keeping their business successful and the world moving during the season that matters most.
The campaign launched as a fully integrated, multi-channel effort from September through January, including the creation of:
increase in clicks and visits
increase in demand
increase in qualified leads
increase in revenue
Nothing short of a holiday miracle. During the campaign, clicks and visits were up 30% and demand increased 21%. Marketing qualified leads rose 65% and revenue increased 29%. November was also the highest demand and revenue month in channel history.
And by showing crews just how much they were valued, what companies got back in return was sure to last long after the holidays.
Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.