CAT Footwear

CAT Footwear

Holiday '22

The Opportunity

Cat Footwear, a licensee of Caterpillar INC., required global creative and language for their 2022 Holiday campaign.

Project Services

  • Marketing Strategy
  • Social Campaign
  • Brand Positioning
  • Photography & Styling

The Solution

Handcar introduced a meticulously researched and analyzed Go-To-Market campaign, complete with original language, for Cat Footwear's 2022 Holiday season: "More Than Work." This campaign extends beyond the functional attributes of their footwear, emphasizing the realm of personal style. "More Than Work" embodies the notion that one's job is more than just work—it's a passion, a daily motivation to make a meaningful impact in their craft and community. This shared understanding resonates across the globe.

"More Than Work" seamlessly integrated with the prior Holiday campaign, "Do More," and the creative execution remained consistent. Handcar's photography department conceptualized and captured Cat Footwear's entire seasonal product line in-studio. To streamline execution for Cat Footwear's global partners, Handcar's design department created adaptable social and web graphics templates that could be easily paired with diverse campaign imagery, ensuring a consistent yet versatile creative approach throughout the season.

Handcar

Instagram engagement shot up nearly 50% over the course of the campaign period, with Facebook engagement increasing 60%. Top-performing campaign content included carefully curated carousels, still-life images consisting of holiday-themed backdrops, and unique product lighting, all dreamt up in the Handcar studio. The entire campaign proved exceptionally successful, showcasing growth across all metrics compared to the previous year and yielding some of the highest-performing posts of the entire calendar year to date.

Handcar
Handcar

The Result

+%

Instagram Engagement

+%

Instagram Followers

+%

Facebook Engagement

+%

Facebook Followers

.K

Top-post impressions