DICKIES WORKWEAR

Building brand loyalty among younger generations for iconic workwear brand

506%

Twitter growth in six months, followed by 70% growth the next year

95%

Facebook growth in six months, followed by 322% growth the next year

100%

increase in press coverage compared to the previous year’s targets

2 countries

channels with increased impressions and engagement

The programme we ran for Dickies Workwear is a great example of planned and opportunistic PR and social activity. We’re very proud of the strategy we have developed to support Dickies Workwear to reach a younger target audience.

Sarah Woodhouse
Director, AMBITIOUS

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Campaign-led PR and social strategy driving engagement and advocacy

INSIGHT

Dickies Workwear, a global brand owned by VF Corporation, has outfitted tradespeople since 1922 with practical and professional clothing. We were engaged by the marketing director to strengthen Dickies’ PR and social media, specifically on Facebook and Twitter, and to explore new ways to reach target audiences, all while balancing the interests of various internal teams.

IDEAS

We started by strengthening Dickies Workwear’s core social channels, using campaigns and community management to boost engagement. A brand ambassador program brought on micro-influencers from the trades, while renewed media relationships helped re-establish industry presence.

In year two, we added Instagram to reach younger audiences, expanded our ambassador network, and launched the ‘Be a Dickies Model’ campaign. We also gave media buying guidance, enhanced trade event visibility, formed key partnerships, and began initiatives to engage future tradespeople, including collaborating with SkillBuild at WorldSkillsUK LIVE.

IMPACT

Over two years, we supported Dickies to deepen its connection with the trades community and build credibility with the next generation. Social channels saw exponential growth with Twitter up 506% in six months, Facebook up 322% in 2018, while press coverage targets were smashed. Our SkillBuild and college partnerships have become a blueprint for other European markets, with consultancy now extended to Germany and France. From grassroots engagement to strategic media wins, Dickies is now firmly positioned as a modern, authentic brand for tradespeople.

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