CASE STUDY: CAT FOOTWEAR
Global Footwear Licensee of Caterpillar, Inc.
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.
PR & Production
Over the past five 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 900 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 e-comm site, 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.
Over 900 Media Placements in online, print, broadcast
Print coverage in WWD, Footwear News, Footwear Insight, Footwear Plus, Cosmopolitan, Seventeen, Teen Vogue, Life & Style, OK Magazine, Time Out New York, Nylon Magazine, Men’s Health
Digital placements with top fashion bloggers including: Style Bistro, Style Blazer, Fashion Indie, Pop Of Style, Closet Freaks, Beauty News NYC, Gear Patrol, Trop Rouge, The Luxury Spot, Just Jared, The Daily Mail, Ask Men, I AM GALLA and Gear Junkie
An active social media fanbase across Instagram, Twitter, Facebook, Tumblr and Pinterest (Last year, we increased their Instagram following by 61%)
Year over year increase in sales revenue for the men’s and women’s lifestyle collections
NEW YORK RUNWAY SHOW
SUNDANCE FESTIVAL RECAP
LAS VEGAS RUNWAY SHOW