Vol 53. Carhartt: Uniform unlock 🚧

_Promoted

Who has time to interview 20+ agencies? WE DO!

It’s Q4 crunch time, and you are likely working overtime just to get finish the year off strong. The problem is, there is a ton to get done for 2025, especially if you’re planning to hire a new agency.

That’s where we can help - we conduct agency searches on your behalf, for free (the agency pays us), so you can avoid the hours of researching and vetting agencies. You’ll receive:

• 3+ agency matches handpicked for you

• Recommendations to agencies with case studies of brands like yours

• Access to the best performing agencies you won’t find on Google

Chat with the Case Studied team, and you’ll receive a $100 Amazon gift card if you book a 15-minute call before the new year.

Some of the most common consumer brands have lesser-known, business-specific branches. Uber has Uber for Business, Calm has Calm Business, and Carhartt has Carhartt Company Gear. 

This arm of the business focuses on extremely durable uniforms. But they had an awareness problem. People who are responsible for buying uniforms didn't realize this was something Carhartt offers.

This week, Case Studied explores how skyrocketed their revenue, sales, and awareness among those decision makers.

The Brief:

Carhartt has a reputation for being an age-old manufacturer of very durable gear. Among consumers, the brand has experienced a bit of a boom over the last few years as the workwear trend and popular 90s styles gain popularity in fashion. But the brand has leaned into the streetwear opportunity—their Work in Progress division is a proper fashion line that collabs with celebrities and popular brands. 

That’s one of the trickier parts of marketing Carhartt—to some, they’re known for their street style line, others know them for their workwear line, but not enough decision makers knew them for their uniform line. That meant many of them ended up defaulting to cheaper alternatives instead of Carhartt’s premium products.

The Execution:

To change that pattern, Carhartt set out on an awareness campaign. This was tricky since their business audience could fall into many different categories—uniform decisions could be made by procurement, HR, business owners, safety directors. Carhartt also needed to learn what these decision makers cared most about when it came to uniform decisions. 

Carhartt found those answers thanks to some good ol’ research that included a quantitative study, social listening, a review of third-party industry data, and interviews with key stakeholders. They learned that although they gathered information from folks across industries, roles, and company sizes, there was actually a lot of alignment in what they cared about regarding uniforms—quality, durability, comfort, and fit. 

The data also showed that there was wide agreement on the benefits of the right uniform: crews perform better when they feel safe and valued with the right gear for the job. And most actually agreed that the right uniform could increase loyalty,  improve retention, and impact the overall success of businesses. 

Using these insights, Carhartt launched the “More Than a Uniform” campaign. They deployed this messaging across a range of segments and omnichannel tactics—video, rich media, website, trade show, display, and social. They rolled out the campaign at one of the top construction industry trade shows, CONEXPO, and updated their website with the campaign messaging. 

The media plan focused on three key industries: construction, home services, and transportation. Display advertising was shown on Google, LinkedIn, YouTube, and programmatic, plus there were banner ads and e-blasts with site direct partners. Plus, they created collateral pieces with industry-specific insights like heat safety and high-visibility workwear.

The Results:

Within just 10 months of launching More Than a Uniform, Carhartt saw a whopping +95% increase in revenue and a 149% increase in sales.

And according to The Drum, they’re trending towards a 4x ROI over the next three years, supporting double-digit business growth plans. 

The Takeaways:

Carhartt constant evolution as a brand, balancing the challenges of managing both a B2C and B2B brand, is one all marketers should take note of. Here a few takeaways your teams can apply to your marketing strategy:

1. Uncover Customer Needs

Carhartt’s success with the “More Than a Uniform” campaign began with a deep dive into understanding the real needs of their target audience. By conducting extensive research, including interviews and social listening, Carhartt discovered that decision-makers across industries were unified in their priorities: quality, comfort, and durability in uniforms. This clear understanding of customer values allowed them to craft a campaign that spoke directly to what their audience truly cared about.

Brands can achieve similar success by truly listening to their customers and uncovering what drives their purchasing decisions. Invest in research to understand core customer concerns, companies can develop campaigns that resonate deeply, fostering stronger emotional connections and building brand loyalty over the long term.

2. Make Omnichannel Storytelling a Priority

This campaign exemplified the power of omnichannel storytelling by strategically delivering their message across video, trade shows, social media, and digital platforms. This integrated approach not only reinforced brand recognition but also created a consistent narrative that captured attention and engaged a diverse set of stakeholders.

Shock value, when thoughtfully applied, can be a powerful marketing tool. Brands seeking to communicate bold changes or reinforce transparency can benefit by pushing boundaries. Done right, this can translate into valuable media coverage and lasting impressions that drive both awareness and credibility.

3. Speak Your Customer’s Language

Carhartt’s ability to tailor its campaign messaging to specific industries was a critical factor in connecting with decision-makers. By addressing unique needs like heat safety and high-visibility gear, Carhartt demonstrated that they truly understood their customers’ challenges. This industry-specific approach helped differentiate Carhartt from competitors and positioned the brand as a trusted partner rather than just another supplier.

Brands looking to build trust can benefit from customizing their messaging to reflect the unique challenges faced by their target industries. By demonstrating empathy and a deep understanding of customer pain points, you can forge stronger, more meaningful relationships that go beyond transactional interactions, ultimately enhancing brand loyalty.

For your tool belt: Agency partners can play a key role in achieving those ambitious goals of yours. Get the support you need, starting with Vendry. They’ll match you with vetted agency partners within seven days, for free.