Walking the walk in a sea of talk
project overview
Cavender’s sought a way to differentiate themselves as truly authentic in a sea of investor-owned western wannabes. We created a campaign that helped them showcase their roots, reconnect with customers, and boost sales.
Challenge
Reaching an audience who cares about real authenticity
Cavender’s is a family-run company with outstanding selection, second-to-none customer service, and a true commitment to high-quality western wear that sets them apart in the category. But faced with increased competition from investor-owned companies posing as authentic, they needed to reengage with their customers.
solution
We created a campaign that grew the brand’s impact by staying true to their roots
Cavender’s was unique in the western wear category in that they were still owned and operated by people who actually lived the western way of life and cared deeply about preserving it. So, we created a campaign platform with a purpose for them to rally behind: to become the official stewards of the western lifestyle.
With humor and grit, our “Don’t wear it. Live it.” campaign positioned Cavender’s as a family business with deep roots in the west and reestablished their stores as the place for people to connect with the values, lifestyle, and products they love.
results
A commitment to tradition that built momentum for the future
The “Don’t Just Wear It. Live It.” campaign successfully made a very strong and very real emotional connection with the Cavender's customer base. Sales for all events in the first year went up, on average, by 25%.
