Carhartt’s Snap-led brand lift — Nick Drabicky // January Digital

Show Notes

• 02:04
  Nick's experience in the agency industry

  Nick has an 18-year background in the agency industry, spanning the US and London, working on major brands like British Airways and Microsoft. He previously scaled a small Dallas-based digital agency, PMG, before joining January Digital 18 months ago to further his industry impact.
• 04:09
  January Digital's approach to unifying Carhartt's brand

  In an 18-month collaboration, January Digital tackled Carhartt's challenge of catering to both their rugged tradesmen and work-in-progress consumer segments. They broke down silos, unified their brand image, and creatively catered to both segments, avoiding alienation.
• 06:58
  Carhartts "Make It Happen" campaign

  January Digital's "Make It Happen" campaign, juxtaposed trade workers of diverse backgrounds to bridge Carhartt's rugged legacy with a younger appeal. They leveraged TikTok, partnered with 1923 and Paramount, to appeal to all of Carhartts consumer demographics.
• 09:42
  January Digitals influencer led TikTok strategy for Carhartt

  January Digital curated a select group of Carhartt-aligned influencers, prioritizing organic content over ads and embracing creator-led engagement. By focusing on fewer, higher-quality creators and ensuring they were the right fit, the approach yielded successful results.
• 12:56
  Lessons other brands and agencies from Carhartt's approach to marketing

  Successful brands like Carhartt remain authentic to their core identity and focus heavily on their creative. Today, the pendulum has swung more to brands who stick to who they are, have something to say, and can say it well, rather than the brands focused solely on data precision.
• 16:37
  How brands can achieve cross demographic appeal

  Carhartt's successful cross-demographic appeal is rooted in its enduring heritage and learned insights over its long history. Brands aiming to achieve similar results should prioritize staying authentic, defining their core customer demographics, and aligning product and messaging.