Red Wing Shoes asked us to raise awareness of Red Wing work boots among millennial tradesmen, create a real connection with them, and drive purchase intent.
Through our audience research, we found that the new millennial tradesmen looked for recommendations from the more experienced tradesmen as their main evaluation criteria There was nothing we could say that would make millennial tradesmen listen to us. Instead, it needed to come from their more experienced tradesmen. Given this insight, we knew we needed to tap into the loyal Red Wing work boot wearers to tell the story for us. We knew the amazing stories existed — we had been hearing them for years — we just needed to give the loyal fans a place and reason to share them.
The Big Idea
Create a monument to the American Worker — the Red Wing Wall of Honor — to highlight their real worn boots and epic work stories showcasing their achievements.
Rallying behind the hashtag #AmericaWorking, we asked men and women across the country to submit their most epic stories of work done in their Red Wing boots. Our integrated communication approach included paid and organic social, signage in more than 500 retail stores, brand ambassador forums and email distribution.
The three components of our campaign were:
- Encourage epic story submission
- Select the finalists / employee engagement
- Honor the tradesmen through a physical and digital Wall of Honor
An #AmericaWorking site was launched to not only collect stories, but also inspire more submissions, while encouraging sharing and support for the American worker community. The campaign will culminate with thirty-three epic stories and boots to be honored on a physical monument at Red Wing’s flagship store as the Red Wing Wall of Honor, as well as live on as a digital wall for all to engage with.
By developing creative for 500+ retail stores nationwide, an engaging web experience and social/email content geared to drive awareness, we have blown all benchmarks and expectations out of the water. Among nearly 500 submissions, the following are two incredible examples of epic stories:
- Chris Csoka who heroically helped with the 9/11 clean-up. He was standing alongside others in the wreckage when a pulse of electricity ran through the water below him. His Red Wings saved him from feeling the shock, but the others around him weren’t as lucky. Since he was uninjured, we was able to help them all get to safety.
- Dana Pope who has worn the same pair of Red Wings for 27 years as he has saved thousands of homes from falling trees as a tree removal expert.
Furthermore, we recently closed submissions for 2017 and have already amassed more than 12 million impressions with a 96% positive sentiment around the brand and campaign, unheard of in this category.
We are working closely with Red Wing Shoes as we design both the physical and digital iterations of the Red Wing Wall of Honor, to be unveiled Spring 2018.