Exceeded Expectations And Delivered Historic Results For Carhartt
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. Headquartered in Dearborn, Michigan, with approximately 5,800 associates worldwide, Carhartt is family-owned and managed by the descendants of the company’s founder, Hamilton Carhartt. For more information, visit www.carhartt.com.
Overview
Heading into its 135th year, Carhartt saw an opportunity to elevate its legacy of American heritage and authentic workwear by connecting with a new generation of customers.
Since 1889, Carhartt has been empowering hard-working people with durable gear to build their own legacies. This next chapter aimed to spotlight the grit and determination that have made Carhartt a symbol of hardworking spirit for generations.
In partnership with a cross-functional team–media agency of record January Digital, creative and production agency ACE Content, PR and earned media agency Zeno Group, and the Carhartt marketing team–Carhartt launched an integrated campaign that blended the brand’s heritage with modern consumer passions and pop culture.
The face of this campaign was Luke Grimes, rising star and Yellowstone’s Casey Dutton, known for portraying a character whose family legacy is built on hard work and tradition. Like Grimes, Carhartt is building upon its strengths for a new generation, balancing history with forward-thinking innovation.
The campaign took fans behind the scenes of Grimes’ journey—from his roots in the skilled trades to his rise in TV, film, and music—showcasing how he’s building his own legacy, now by launching his music career. Key moments included the release of his debut music album, his Grand Ole Opry performance, and the highly anticipated final season of Yellowstone. This multi-platform campaign highlighted the intersection of hard work, legacy, and the cultural moments that define today’s America.
The team leveraged entertainment, music, and top storytelling platforms to create a dynamic, integrated campaign for Carhartt. Key tactics included:
- Partnership with Yellowstone: Carhartt became an official apparel sponsor for the final season of the #1 TV series. This included sponsorship of all six episodes, Yellowstone marathons, and a heavy push around Black Friday/Cyber Monday—Carhartt’s peak shopping period. The campaign also showcased Carhartt apparel worn by Luke Grimes in pivotal moments throughout the season.
- Expansion into Taylor Sheridan’s Universe: Beyond Yellowstone, Carhartt extended its reach through 1923 and Landman, two other Sheridan creations, amplifying brand visibility across key programming.
- Targeting Luke Grimes’ Fans: The campaign leveraged into the social followings of Grimes and other Yellowstone cast members in targeting, and included targeted video placements on YouTube during Grimes’ press tours, including appearances on The Tonight Show with Jimmy Fallon and his music performances.
- Music Launch Integration: To support the debut of Grimes’ music career, Carhartt aligned with Grimes’ music fans through Spotify homepage takeovers and country music playlist sponsorships, securing 100% SOV for maximum exposure.
- Social Media and Event Tie-ins: Sponsored content on Meta targeted music and festival fans, including those interested in the Stagecoach Music Festival, where Grimes made his second appearance.
Beyond media placements, the campaign included Luke x Carhartt branded merchandise, live performance integrations, exclusive meet-and-greets at Grimes’ Grand Ole Opry performance, and extensive organic and website content. The campaign also supported Montana’s Bitter Root Land Trust and The Nature Conservancy, reinforcing the shared values of hard work and conservation.
Timed to peak with Yellowstone‘s November premiere, the campaign maximized its impact just ahead of Carhartt’s key holiday retail season, priming a new audience for its most crucial shopping period.
Goals
The campaign’s goal was to introduce Carhartt’s 135-year legacy to a new generation of consumers, with a fresh face—Luke Grimes—sharing his own history in the making. The integrated approach focused on three key objectives:
- Reach New Consumers: Expanding Carhartt’s audience by connecting with a younger demographic through Grimes’ popularity and cultural relevance.
- Boost Brand Favorability & Purchase Intent: Strengthening Carhartt’s image among new and existing audiences, driving positive sentiment and encouraging action.
- Drive E-commerce Growth: Increasing year-over-year e-commerce traffic and conversion, positioning Carhartt to meet its critical holiday revenue goals.
Challenges
Partnering with a celebrity can elevate a brand’s visibility, but it requires careful planning to avoid pitfalls. To ensure authenticity and alignment, Carhartt assembled a cross-functional team with their agency partners to carefully negotiate Luke Grimes’ contract and confirm he was the ideal fit for the brand. The team understood that the campaign needed to authentically spotlight the hardworking American legacy Carhartt represents, with every piece of content and media placement being thoughtfully considered.
This partnership also involved extensive coordination across multiple stakeholders, including Grimes’ talent agents, music labels, tour promoters, press teams, and Yellowstone‘s production crew. The goal was clear: ensure a seamless execution that maximized the campaign’s impact while staying true to the values that define both Grimes and Carhartt.
Results
The campaign exceeded expectations and delivered historic results for Carhartt, achieving:
- 6% Overdelivery in Planned Reach: Thanks to Yellowstone‘s record-breaking final season viewership, the campaign generated an unprecedented number of impressions.
- Surpassing Industry Benchmarks for Brand Metrics: The campaign drove significant lifts across key metrics:
- CTV: 8-point lift in aided brand awareness (6.5 pts. above industry average)
- Spotify: 21-point lift in aided brand awareness (12 pts. above industry average)
- Meta: 5-point lift in brand favorability (2x the retail industry average); 13-point lift in ad recall (66% above the retail industry average)
- New Customer Growth: The campaign attracted a new, highly engaged consumer group.
- Record-Setting Revenue: Carhartt achieved its strongest revenue ever, surpassing last year’s performance, exceeding its e-commerce revenue goals and setting new records for Black Friday and Cyber Monday sales.
