At the start of 2021, Cat Footwear tasked us with 3 goals across their social channels: increase engagement rate, expand their audience, and elevate brand voice. We set out to accomplish each objective month-over-month by creating polished content that breaks from the “work boot” arena into the lifestyle space. Beyond product, we created content that engaged with causes that consumers care about, pivoting from meaningless “likes” to focus on the quality of engagement, and interacting with and inspiring more user generated content.