category finalist
dkamp@mower.com
After the successful launch of Carhartt Company Gear’s “More Than a Uniform” campaign, Carhartt wanted to increase its role as a premium uniform provider with enterprise-sized prospects. This ambition aligned with an opportunity to partner with Sunrun, the nation’s leading solar company.
The Challenge
We needed to showcase Carhartt’s ability to outfit and protect thousands of workers performing demanding, high-risk jobs across multiple regions. While demonstrating how investing in premium gear pays dividends.
The Insight
Our ongoing research reaffirmed crews perform better when they feel valued, safe and protected. And businesses like Sunrun, rely on in-demand, skilled trade professionals to perform in harsh environments. Which is why offering better gear can increase loyalty, retention and business success.
The Big Idea
“A Partnership that Powers the Future” The campaign showcased real employees in their element. Capturing honest reactions to having access to the best gear for the job. From Sunrun’s CEO, who emphasized how safety is core to their mission, to the crews in the trenches, who shared what it means to feel valued by their company.
An anthem video created buzz around the partnership. Social content on both Carhartt and Sunrun channels drove high engagement. Email marketing targeted B2B decision-makers, reinforcing Carhartt’s ability to serve enterprise organizations. We had prominent placement at the country’s largest clean energy tradeshow. And in the ultimate spirit of partnership, we documented Sunrun installers wear-testing Sun Defender, a brand new product in development to meet their specific needs.
The Results:
The partnership was a key component to the overall 2024 More Than a Uniform Campaign which generated 63M+ impressions, 223K+ site visits and a 50% YOY increase in unaided awareness. Which contributed to a +$14.7M YOY revenue forecast.
But this was more than a marketing campaign; it was a celebration of Sunrun’s workforce and their role in building a better future. Carhartt didn’t just deliver uniforms—it delivered a sense of value, respect, and purpose to the people who power the industry.
