A Campaign That Helps Hardworking Laborers Go Places in the Transportation Industry
For workwear manufacturer, Red Kap, transportation uniforms were not a top priority, but demand in the industry presented an untapped opportunity. As leaders in the workwear space, Red Kap knew that transportation decision-makers wanted to outfit their staff in uniforms that performed well, didn’t compromise on style, and were designed with safety in mind. However, with competing top priorities in the product categories dominating Red Kap’s portfolio, achieving outfitting goals in the transportation space needed to be as turnkey as possible.
We developed a full-funnel, integrated campaign—including concepting, strategy, and key executions—to generate both awareness and leads. The creative concept was rooted in the idea that at the heart of every busy professional is a hardworking human who enjoys getting things done right—both on and off the job. A uniform partnership with Red Kap takes the hardworking wearer from the job site to post-work family time. It enables managers to take good care of their teams in the process by choosing uniforms that work just as hard as their staffers. Messaging in this concept speaks to the audience in a language they know well: To-do lists. Using this familiar format, messaging can quickly communicate everything from high-level benefits to feature-specific details—earning Red Kap that check by its name as a brand that delivers on its promise.
Positioning the wearers as people who believe in a job done right both at work and in daily life helped Red Kap come into the transportation space with bold point of differentiation. The campaign’s deeper brand message alongside need-to-know product information proved to be a unique way to connect with both end consumers and key decision makers calling the shots.