Chaco Footwear
Holiday '22
The Opportunity
Holidays looked different in 2020. Amid a global pandemic, social distancing, and staying home, most brands struggled with crafting a narrative that was sensitive to the current time. Chaco Footwear came to Handcar for help with a Holiday campaign that could tap into the feels of the season, speak to the present moment, and highlight their products in a meaningful way.
Project Services
- Social Campaign
- Campaign Strategy
- Art Direction
The Solution
Holiday 2020 was the year of bundling up, hunkering down, and planning for future adventures. The Chaco Footwear 2020 Holiday campaign, “All is Chill,” tapped into the sentiment of staying home with immediate family, shopping online, and having the gifting done for you (hello rad bundle deals). Tapping into the optimism and joy typically associated with the holiday season, we aimed to ensure that Chaco consumers were "Fit for" the adventures that awaited in the post-pandemic era, beyond stay-at-home orders.
"All is Chill" represented Chaco's distinct perspective on celebrating the holidays at home. Handcar crafted UGC-style imagery, depicting scenes of comfort at home, planning future adventures, and the occasional moments of boredom indoors. We artfully blended elements of Chillos footwear with the broader 'chill' ethos of the Chaco brand. Through a combination of lifestyle and product photography, we skillfully captured the essence of comfort during the season, highlighting cozy moments with Ramble and Revel.
A holiday campaign #FitForStayingIn
To support the go-to-market campaign, Handcar created a range of digital and social-ready assets. These included web page mockups, digital ads, mailers, animated gifs, and social graphics, all complemented by the campaign photography we produced.
Our profound understanding of the brand, coupled with our ability to align its positioning with prevailing social trends, guaranteed the campaign's timeliness and contributed to its tremendous success and broad reach.
The Result
Throughout the campaign period, Chaco Footwear experienced a significant upsurge in website clicks, direct mailer responses, and, consequently, boosted sales revenue.
Notably, Chaco's winter mailer, featuring Handcar's design and photography, achieved record-breaking sales returns, surpassing 2019 figures by an impressive 45.7% during the peak revenue week and exceeding 2020 projections by 36.3% during the highest week of projection.
2020 Campaign Stats
%
Instagram Engagement rate
K
Total Instragram Engagement
K
Profile visits
+%
Facebook Likes
+%
Link clicks during the Campaign
