THE BIG IDEA
America Working is a campaign created to showcase how American Workers rely on each other — and Red Wing work boots — to build and accomplish great things.
Launched via a Facebook Canvas ad, America Working was an immersive experience that included real workers telling stories about rising above on-site problems through imagery, video and audio clips.
To further tap into a cultural current, the campaign went live over Labor Day weekend, and continued through the November 8th election.
HOW DID WE GET HERE?
Regardless of what side of the aisle you’re on, underlying the current presidential campaigns is an unprecedented frustration in our political climate and government’s inability to work together and get things done. In the “real world” we can’t miss deadlines or close down because we’re too busy arguing. In the “real world” people are working together every day.
OPPORTUNITY: Leverage the tensions surrounding the 2016 political election to spark conversation as well as provide a bright spot in the feeds of millennial craftsmen by showcasing stories of people working together to get the job done right.
RESULTS: The content not only reached the millennial workers with more than 3 MM targeted impressions served, but it also struck a chord with these workers, driving an average engagement time of 35 seconds. More importantly, we started a conversation with these important craftsmen about Red Wing’s role in helping get the job done right.