Dickies shows off its tough, irreverent side in '874 Versus'

Share this article:
A customer segmentation study led Dickies toward a new campaign strategy that emphasized its America
A customer segmentation study led Dickies toward a new campaign strategy that emphasized its America

A customer segmentation study told Dickies it needed to change its messaging. A new strategy was developed to emphasize its heritage as an American brand to help consumers better engage with Dickies.

The Data: A customer segmentation study told Dickies it needed to change its messaging. A new strategy was developed to emphasize its heritage as an American brand to help consumers better engage with Dickies.

The Offer: The “874 Versus” campaign gave away 10 pairs of 874 work pants to customers through Facebook during its first week in July. 

The Channel: Print, online video and social media highlighted the toughness, durability and classic American status of the pants brand. Consumers could also upload their own Dickies photos to the Facebook page.

The Creative: Dickies named Goodby, Silverstein & Partners its first agency of record to begin this new marketing effort. Some of the creative featured the tagline “Earn Them,” and showed characters taking on challenges while wearing 874s.

The Verdict: The campaign's gritty-looking print smartly blends humor and tough-guy bravado. The videos are even grittier and absorbing to watch. It has to be noted that the campaign has unfortunate timing as it comes uncomfortably close to recent Levi's work.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Customer Identity in the Digital Age

Customer Identity in the Digital Age

Industry experts explore the value in a person's cyber identity for marketers.

Epsilon Rebrands as End-to-End Marketing Solution

Epsilon Rebrands as End-to-End Marketing Solution

The goal is to flame the perception that technology and creativity live under one roof at the company, says President Andy Frawley.

Mobile Spend Vaults 76 Percent in First Half, IAB Reports

Mobile Spend Vaults 76 Percent in First Half, ...

Overall Internet ad revenues escalate by 15% to $23 billion, also fueled by increased activity in social media and video.