CAT FOOTWEAR

WHO: freelance copywriter
what: INSTAGRAM COPY FOR CAT FOOTWEAR
WHEN: 2020-2021
WHERE: PRAYTELL AGENCY
WHY: TO ELEVATE CAT FOOTWEAR’S brand VOICE ON INSTAGRAM AND EXPAND THEIR FAN BASE IN CREATIVE INDUSTRIES WITHOUT ALIENATING THEIR AUDIENCE OF MANUAL WORKERS

THEME: HERITAGE

OBJECTIVE: TO CONNECT THE LEGACY OF CATERPILLAR WORK EQUIPMENT TO CAT FOOTWEAR AND POSITION THEM AS AN ESTABLISHED COMPANY WITH INNOVATIVE DESIGNS AND A HISTORY OF HARD WORK.

THEME: LIFESTYLE

OBJECTIVE: TO APPEAL TO FOLLOWERS IN CREATIVE INDUSTRIES AND CREATE BUZZ AROUND CAT FOOTWEAR’S ON-TREND LIFESTYLE DESIGNS—ALL WITHOUT SACRIFICING THE BRAND’S WORK-FOCUSED MESSAGING.

THEME: WORK

OBJECTIVE: TO PROMOTE CAT FOOTWEAR’S ICONIC WORK BOOTS AND CELEBRATE THE PEOPLE WHO WEAR THEM.

THEME: GREATNESS

OBJECTIVE: TO APPLAUD CAT FOOTWEAR’S AUDIENCE OF ESSENTIAL WORKERS & NOD TO THE SUMMER ‘21 OLYMPICS… BUT IN CREATIVE WAYS THAT WON’T END IN A COPYRIGHT LITIGATION.

THEME: ALL-WEATHER

OBJECTIVE: TO FIND OUT HOW MANY DIFFERENT WAYS A PERSON CAN SAY “YOU’LL LOOK COOL AND GET SHIT DONE IF YOU WEAR THESE WHEN IT’S WET OUTSIDE.”

THEME: SUSTAINABILITY

OBJECTIVE: TO CELEBRATE THE LAUNCH OF THE RESPONSIBLY-MADE E-COLORADO WORK BOOT AND MAKE THE CONNECTION BETWEEN HARD WORK AND SUSTAINABILITY.

THEME: HOLIDAY

OBJECTIVE: TO GET CAT FOOTWEAR’S AUDIENCE IN THE GIFT-GIVING AND/OR ‘TREAT YOURSELF’ SPIRIT BY HIGHLIGHTING SOME TOP-SELLING LIFESTYLE DESIGNS FROM 2021.