When one of America's most iconic brands, RED WING SHOES, wants to update its brand, it doesn’t take the task lightly. It is held dear to them as well as their very discerning customer. That said, we took great care to make sure that this re-brand was impactful and introduced them to a generation of tradesman in the right way. The concept we developed to solve that problem for them was called, AMERICA WORKING.
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.
To support the concept, and tell the story within the user’s feed, we created a Canvas Ad highlighting different images, quotes, audio, etc. bringing the story to life. This rich ad type performed well with above average time spent by targeted users.
To leverage the user behavior occurring on social of users snapping pics of their work boots while on site, we created a Red Wing Content Hub to collect all of these Red Wing stories in one place and to encourage that users share their own. In addition to this UGC content, a podcast series was also created taking users deeper into the Red Wing experience.
Lastly, to highlight one of its most technologically advanced boots, we created a carousel ad to emphasize the unique product attributes of this hi-tech product.
