CAT FOOTWEAR - Back to Construction School
Project Role
Lead Campaign Strategist, Social Media Strategist
The Business Problem
The construction industry faces a labor shortage, with fewer young people considering trade careers. Cat Footwear wanted to position itself as a brand that supports the next generation of skilled workers while increasing engagement and brand affinity among construction students and professionals.
The Insight
A new school year doesn’t just mean heading back to the classroom—it means gearing up for hands-on learning in the field. Future construction workers need reliable, durable gear to get the job done, and they’re looking for brands that recognize and support their journey.
The Solution
As the lead strategist, I developed the campaign objectives, content plan, and collaboration strategy to align Cat Footwear’s messaging with its parent brand, Caterpillar Inc. The goal was to drive awareness, engagement, and brand affinity among future tradespeople by positioning Cat Footwear as a champion for construction students.
I crafted a content strategy spotlighting real students from Caterpillar’s ThinkBIG Program, which provides paid training and hands-on experience for aspiring technicians. By showcasing their journeys, we reinforced Cat Footwear’s commitment to supporting the next generation of skilled workers.
To maximize engagement and participation, I designed a social media giveaway that encouraged community interaction and increased brand visibility. The giveaway offered a $300 Cat Footwear gift card and a $300 Cat Workwear gift card to help winners start the school year with the right gear.
This interactive approach drove engagement, strengthened brand loyalty, and positioned Cat Footwear as a trusted brand for Gen Z entering the workforce.
The Results