results.
Curious about what investing in ethnography can do for your brand? Read on to learn what’s possible through case studies from our work with Carhartt, MediaVest (Honda/Acura), and Champs Sports/Foot Locker, Inc.
Carhartt
Carhartt wanted to dig deeper and understand the full context of workers’ lives.
The company knew everything possible regarding how customers dress, bend, and perform on job sites but felt the brand could do more to tap into workers’ emotions.
They wanted to explore the opportunity to incorporate the emotional bond customers have with Carhartt vs. marketing that was primarily focused on product performance benefits.
objective.
In-home interviews (including closet tours), job site visits, time spent with families, trips to their favorite stores, on-the-street intercepts, etc.
ethnography.
Carhartt
Powered by pride.
Pride in their families, their commitments, their skills, their professions, and their passion.
They are as durable as Carhartt.
Revealed deeply emotional/personal challenges they had faced and continue to face in their lives.
A strong belief that overcoming personal hardships made them better husbands, fathers, friends, and workers.
It takes a lot to wear out Carhartt clothes; it takes even more, to wear out these guys.
It’s not just a job … people are counting on them.
“I will out-hustle, out-perform, outdo, and outwork you.”
“Why?”
“Because I have to. It’s how I was raised, but also because it’s the right thing to do. My wife and I have goals as we grow as a family. My co-workers need me to hold up my end. So, I have to outwork you.”
key insights.
Carhartt
“Outwork Them All”
The heart and soul of an integrated marketing campaign, plus it became the internal “this is who we are” anthem at Carhartt’s headquarters.
Fueled by insights unearthed from exploring the full context of customers’ lives:
Pride in their families, their commitments, their skills, their professions, and their passion.
They are as durable as the Carhartt they wear.
It’s not just a job … people are counting on them.