The "Demolition" digital campaign was created to raise awareness of Carhartt’s redesigned website. Playing off the “Work Strong” theme, and the true nature of the Carhartt brand, the old website was redesigned to appear as a construction scene. When a visitor came to carhartt.com, they were greeted by the Demolition foreman — who asked them to help demolish the old website by selecting a tool of their choice. The campaign generated both national and international earned media through blogs, industry publications and social media posts. And most importantly, increased online sales by more than double the monthly average.
Campaign Highlights & Awards:
Campaign Highlights & Awards:
- 2009 Web Marketing Association WebAwards; Outstanding Website
- 2008 The D Show (Detroit) Awards; Best of Digital Gaming
- Increased online sales by more than double the monthly average
- The experience was recreated as a kiosk featured at the Work Strong Tour events
Online Advertising / OLA
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