Drive sales for highly anticipated lifestyle shoe launch
Cat Footwear
About Cat Footwear
Cat Footwear produces shoes and boots that represent the long-standing values of the Cat® and Caterpillar® brands. Known globally for manufacturing high quality work and rugged casual footwear, the company is committed to developing innovative comfort, durability and technology features and championing progress for a better future.
The Challenge: Introduce the CODE Collection to the US Market and make it the go-to shoe for stylish go-getters. Position CODE as the perfect shoe to take you from coffee with a connection, through a day at your 9-5, to drinks with coworkers and then a networking event for your side gig.
The Solution
Create disruption on Instagram
Execute a full CODE-themed takeover on the Cat Footwear Instagram page--custom-created to disrupt followers. We launched the campaign on a historically ‘distracted’ day--the Monday following the Fourth of July, and posted at points during the day that data shows are peak times for distraction and phone usage.
Challenge followers to chase their dreams
Launch a social media contest to create excitement and drive engagement. We helped hustlers embrace modern work through the ‘Create Your Own CODE’ contest--which awarded the winner $5,000 toward getting started on a dream project or side hustle.
Maximize reach with influencers
Partner with influencers to increase awareness for the Create Your Own CODE contest. We identified influencers to create content telling a personal story of how they jump started their side gig, and how they’ve partnered with Cat Footwear to help their followers start their own.
Drive key audiences to act
To further drive sales, we used strategic targeting to serve paid advertisements to customers who fit Cat Footwear’s target demographic.
The Results
Breaking Records
CODE products have been in the top 5 products sold on site since launch. The CODE Collection has sold the most pairs in the shortest amount of time, ever, on catfootwear.com.
Impressions
Through influencer campaigns, we saw 121,500 overall impressions and an average engagement rate of 5.4%--which is higher than the industry standard of 1-3%.
Driving Sales
64% of purchases were driven from Instagram. The average spend per customer on CODE is $11 higher than the overall average. Additionally, paid media spend saw a 3:1 ROAS.