Cat Footwear is a division of Wolverine Worldwide Inc., and the global footwear licensee of Caterpillar, Inc. For over two decades, Cat Footwear has been designing quality footwear that lives up to the hard-working reputation of the Caterpillar brand. Although it is an established fashion brand in over 140 countries around the world, the American consumer knows the brand primarily for its presence in the work boot space. AMP3 was brought on to introduce CAT’s casual collection to the fashion/ lifestyle consumer in an authentic way.
Over the past three years, we’ve conceptualized and produced seasonal runway shows in New York & Las Vegas to introduce the brand to top tier fashion media including attendees from WWD, Footwear News, Lucky, Details, Men’s Health, Cosmopolitan, Marie Claire, WSJ and InStyle. In addition to press-worthy events, we handle ongoing long-lead outreach to print media, and short-lead outreach to digital media resulting in over 700 media placements for the brand (this includes all the photos of fashion bloggers in the cover photo above!). In addition to media outreach & special events, we also exclusively handle social media for the brand (@CatFootwear), as well as all celebrity placement and influencer marketing campaigns (such as placing shoes on fashion influencers during Coachella or setting up celebrity gifting suites at Sundance). We also help to identify and sign #Earthmovers—inspiring press-worthy individuals who are “moving the earth” in their everyday lives—to serve as ambassadors in Cat’s #Earthmovers campaign, including singers, actors, philanthropists and whiskey makers so far. Seasonally, we recruit a male and female blogger to act as “Guest Editors” on the official website, and we identify top style bloggers to participate in a ‘first look’ of their latest collection, having bloggers style and photograph the shoes, to be featured as part of Cat’s look book. The result is a crowd-sourced look book, in addition to a brand-directed look book shoot.
Most recently, we helped Cat to execute their first-ever Pop-Up Store in New York City. In addition to finding them the venue, we also planned and executed several PR and marketing events within the space. Ultimately, the month-long Pop-Up resulted in over 50 press placements, 330M media impressions (including viral social media activity), an increase of 16.7% in total traffic to CatFootwear.com and 47% in New York specifically while the Pop-Up was open, and a 54% increase in total online orders during the period.
This year, net revenue is up 57% and online traffic is up 41% due in large part to our work with bloggers and digital influencers.