CASE STUDY: CAT Footwear Intruder Launch

Global Footwear Licensee of Caterpillar, Inc.

SITUATION

On March 15th, CAT FOOTWEAR released the INTRUDER in the U.S., an overbuilt, chunky sneaker inspired by Caterpillar’s bulldozing equipment.  The challenge was to differentiate this shoe in a sea of brands following the “Ugly Dad Sneaker” trend, by creating authenticity, fashion credibility, and relevance to the Caterpillar brand story.

CAPABILITIES PROVIDED

Press Kit
Development

Media
Outreach

Blogger
Outreach

Influencer
Marketing

Pitch
Development

Expert
Profiling

Launch
PR

Editorial
Placement

STRATEGY

Using the style name and the aesthetic features of the shoe, AMP3 created a metaphor & movement around the INTRUDER and what it stands for, by bringing the story to life through Media Coverage and Influencer Marketing.  For media, we established authenticity & credibility using the fact that this sneaker was brought out of CAT’s 1996 archives, and we tied the relevance of the trend to the ethos of Caterpillar Inc., by highlighting the tractor-tread like outsole and the idea that to wear this shoe is to wear that boundary-pushing, earth-moving spirit on the outside. Media were sent press boxes that helped to tell the story, wrapped in caution tape.  Similarly with influencers, we challenged them to show us their #IntruderAlert by sharing raw, personal stories about how they BROKE-THROUGH obstacles or limitations to BUILD a life they love.

RESULTS

  • AMP3 secured press hits with key fashion media including GQ, Refinery 29, Teen Vogue, HypeBeast (2x), HypeBae, Coveteur, ELLE, Brit & Co, Yahoo Style (3x), Maxim & Who What Wear.

  • Media Coverage resulted in over 82.1 Million impressions.

  • We also activated an influencer campaign, encouraging bold men and women to share their #IntruderAlert story about how they’ve broken-through obstacles or limitations to build a life they love.

  • So far, we’ve had over 73 influencer posts, including Natalie Off Duty, Francis Kenneth, Sasha Hart and Denny Balmaceda.

  • The influencer campaign resulted in a reach of over 6.8 Million.

  • The campaign is ongoing, but to date it has resulted in 140 pre-orders and over $35,000 in sales revenue for the INTRUDER style alone during the first 1.5 weeks post launch.

  • The INTRUDER landing page continues to have the most traffic above & beyond the brand’s homepage.

  • Traffic to the INTRUDER page only 1.5 weeks after launch = 169,427 page views.

  • Top referring links to CatFootwear.com were: Instagram, Facebook, Maxim & Hypebeast (all as a result of our digital campaign).

  • Social Media Channel Growth: 8% growth in followers over 1 month.

TOP MEDIA PLACEMENTS

TOP INFLUENCER PLACEMENTS