How to demonstrate Carhartt Rain Defender works through any weather? With real people that do the same. Meet Enumclaw, Washington -the rainiest town in America- where we discovered an incredibly resilient and endearing community that's embraced rain as a way of life. Turns out Carhartt is a way of life up there too.
We created a connection strategy that existed entirely on social media with content driving rain-affected blue collar types to the Carhartt site. And where, instead of typical eCommerce product descriptions, we made the product stories into human stories as told by some of the more interesting people we met.