Carhartt + January Digital, Record-Setting Holiday Strategy

Surpassed client ecommerce revenue goal by 10%


  • Exceeded Revenue Goals
  • Improved ROAS Above Goal
  • Outperformed Industry Benchmarks


  • Full-Funnel Digital Marketing Strategy
  • High-Impact Storytelling and Content Creation
  • Data-Driven Approach and Optimization

Industry Description

Established in 1889, Carhartt is a global premium workwear brand with a rich heritage of developing rugged products for workers on and off the job. The family-owned brand has evolved over its long history, attracting more than just industrial laborers with its durable apparel, gaining a loyal fanbase of Gen Z shoppers. Headquartered in Dearborn, Michigan, with approximately 3,000 employees worldwide, Carhartt is family-owned and managed by the descendants of the company’s founder, Hamilton Carhartt. For more information, visit


As Carhartt has grown in popularity, so has competitive pressure, applying additional challenges to grow the brand over time. Increased competition has led to a larger competitive set, increased media costs, competing marketplaces, and even knockoff inventory. To maintain market share and continued growth, Carhartt needed to tackle the 2023 holiday season with its strongest approach yet as Q4 was imperative to Carhartt’s overall 2023 success.

Building upon 2022’s record-setting holiday campaign performance, Carhartt and media agency of record, January Digital, introduced a robust, multi-touch full-funnel digital media ecomm campaign focused on new customer growth, social commerce, content, and a refreshed audience data-driven approach.

To position Carhartt for success, January Digital leveraged high-impact storytelling opportunities to drive brand reach and affinity. To safeguard against rising media costs and optimize marketing spend, January Digital baked in new channel opportunity tests alongside a diversified media mix to effectively increase reach with the target audience.

January Digital tapped into premium inventory to surround the audience through a multi-touch full-funnel approach, harnessing tactics such as:

  • Vertical video across YouTube Shorts and Instagram Reels
  • First holiday influencer campaign promoting a Christmas Giveaway and influencers’ favorite Carhartt gifts
  • Tailored gift guide messaging across gift recipients, genders, and price points
  • Captured retail shoppers on-the-go with streaming audio and programmatic outdoor
  • Performance search and shopping media


Carhartt partnered with full-funnel digital marketing agency January Digital to align media strategies across the organization to capture an evolving target audience to:

  • Drive ecomm revenue to meet holiday goals 
  • Increase awareness, consideration, and purchase intent
  • Drive traffic to
  • Provide measurable results that prove effectiveness while optimizing marketing spend


Carhartt and January Digital partnered together to ensure the larger Carhartt team was well educated on the benefits of new tactics that required large investments such as Snapchat Augmented Reality, influencer content, and college football linear TV sponsorships. The next challenge was generating the greatest volume of creative assists ever delivered from the Carhartt creative teams to account for the multi-channel strategy, which required early planning ahead of various productions. Lastly, to maximize engagement and sales, January Digital needed to work closely with the retail merchandising teams and utilize their data to ensure the proper product mix to appeal to the target audience and align with business and inventory priorities.


By focusing on strategies and tactics to increase new customer growth, January Digital’s Holiday 2023 full-funnel digital media ecommerce campaign exceeded client expectations and industry benchmarks.

The results included:

  • Surpassed client ecommerce revenue goal by 10%
  • Increased advertising effectiveness by improving ROAS 6% versus agreed upon goal
  • Outpacing industry benchmarks by increasing brand awareness, ad recall, consideration, and purchase intent across CTV, video, and social partners:
    • CTV – 5% lift for aided awareness (2x industry average)
    • Snapchat – +13% lift for ad awareness (2.6x industry average), +4% lift for ad awareness (2x industry average), +3% lift for purchase intent (3x industry average)
    • Snapchat Augmented Reality Lenses – +8% lift for ad awareness (4x industry average), +19% lift for ad awareness (3.8x industry average), +8% lift for purchase intent (8x industry average)
    • TikTok – +11.8% lift in ad recall (2x industry average) and +1.5% lift in consideration

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