Project Role
Lead Campaign Strategist, Social Media Strategist

The Business Problem
Cat Footwear wanted to make a bold impact during the 2023 holiday season, driving sales while reinforcing brand loyalty. The challenge was to create a campaign that not only highlighted seasonal deals but also positioned Cat Footwear as a go-to gift for hardworking individuals—blending function, durability, and style.

The goal was to move beyond traditional sales messaging and develop a campaign that resonated emotionally with the audience, emphasizing confidence, grit, and the spirit of giving boldly.

The Insight
For Cat Footwear’s core audience, a great pair of boots isn’t just a gift—it’s an investment in comfort, performance, and resilience. Holiday shoppers weren’t just looking for discounts; they were looking for gifts with purpose—something meaningful for the hardworking people in their lives.

With the right messaging, Cat Footwear could stand out from typical holiday promotions by celebrating the people who put in the work every day and deserve a gift that works just as hard.

The Solution
As the Lead Campaign Strategist and Social Media Strategist, I developed and executed the Gift in BOLD campaign, ensuring it was impactful, engaging, and aligned with the Cat Footwear brand voice. The campaign framed Cat boots as the perfect, bold gift choice—built to last, built for tough conditions, and built for people who don’t back down.

To bring this vision to life, I:

• Developed the campaign messaging framework, positioning Cat boots as the ultimate holiday gift for those who work hard and live boldly.
• Led the organic social media strategy, crafting content that balanced product storytelling with engaging, holiday-themed creative—reinforcing durability, functionality, and boldness.
• Conceptualized and executed high-impact social content, including:
  • Carousel graphics featuring boots as "the perfect match" for different hardworking individuals.
  • Reels and motion content highlighted key products' durability and performance.
  • UGC activations, encouraging the audience to showcase how they "Gift in BOLD."
• Aligned promotional messaging across paid and organic social, ensuring seamless integration of product highlights, limited-time holiday offers, and brand storytelling.
• Optimized engagement strategies by leveraging interactive Instagram Story polls, product Q&As, and community-driven conversations around gift-giving.

The Impact
The Gift in BOLD campaign successfully positioned Cat Footwear as a top-of-mind holiday gift while reinforcing the brand’s strong, confident identity. The campaign:

• Increased engagement across Cat Footwear’s social channels through high-performing organic content.
  
• Drove product awareness by showcasing hero styles through engaging, story-driven content.
  
• Strengthened brand affinity, resonating with audiences who value tough, hardworking gear for hardworking people.
  
• Boosted conversions by seamlessly blending lifestyle-driven storytelling with clear, compelling calls to action.
  

By tapping into the emotional side of holiday gifting and staying true to Cat’s bold and confident brand voice, this campaign ensured Cat Footwear wasn’t just another holiday discount—it was a gift that meant something. The campaign was such a success that the client used the same framework and messaging for the campaign the following year in 2024.