Red Wing Shoes’ attention to Skilled Trades

Red Wing Shoes was founded in 1905 to provide durable and comfortable footwear for workers in mining, agriculture, and logging industries. This process and purpose have been upheld and have always been the core of Red Wing Shoes, which has allowed them to stand out in the fiercely competitive footwear market.

Professionals who require prolonged standing or heavy activities at work, as well as wearing safety standard shoes, such as carpenters, construction workers, mechanics, etc., are the target audience for Red Wing Shoes. In order to express respect and gratitude, attract such target audiences, and convey to consumers the brand’s consistently high quality and dedication to craftsmanship, Red Wing Shoes posted an advertisement on YouTube before Labor Day.

This advertisement depicts a building, a house, a train, a wardrobe, paper, the internet, water, and more, all of which are the achievements of skilled trades, using the scene of workers working. It also triggers the slogan “Everything is Trades-Made” and proposes that the brand will add a trade dress logo.

The brand hopes that this will make trade workers feel warm and the appreciation conveyed by Red Wing Shoes, and take action to understand and purchase products immediately or later.

This is a successful digital marketing campaign:

Attractive to the target audience

This ad uses trade workers from various industries as the protagonists to express gratitude to them and call on the public to take them seriously. In addition, the ad describes that the brand will add a “Trades-Made” tag to the logo. This can effectively attract existing and potential target consumers, allowing trade workers to feel a sense of honor and recognition.

Highlight brand values and quality

The slogan and core idea of “Everything is Trades-Made” demonstrate the brand’s consistent dedication and importance to craftsmanship, reflecting the brand’s core values that it adheres to. Advertising has also helped to consolidate the brand image of Red Wing Shoes in the minds of consumers to a certain extent, improving brand awareness.
In addition, Red Wing Shoes are suitable for trade workers engaged in professional work and showcase the high quality of their products to consumers, providing them with a strong sense of trust.

Simple but powerful

This ad does not have complex narratives or story content, but rather allows the audience to think according to the screen and content through fragments and short narratives. It is found that every aspect of our lives cannot be separated from the trade industry, which resonates with the audience.

Thoughts

When I saw this advertisement, I found it does not have the gorgeous scenes, rich stories, and captivating music as other advertisements, and it may even make people less interested in watching the entire ad. But its slow narration did bring me into the context of the ad and think: That’s right, trade workers are needed in every aspect of our lives!

Advertising has resonated well with all viewers, whether it’s trade workers or not. If I were a trade worker, I believe I would be moved by this campaign. In the current environment where the service industry is valued and developed, the attention paid to the trade industry makes me feel respected and warm. I will also pay attention to the brand Red Wing Shoes and may purchase its products.