Rebranding
campaign using influencers
Established in Texas in 1922, Dickies has $3 B revenue active in over 100 countries.
Whys
Why would a forward looking brand need to celebrate the work of its quiet heroes by revisiting the past?
Hows
How could a campaign strengthen communities that already exist within the Dickies ecosphere?
What ifs
What if a brand with working-class heritage took a turn toward the popular community of streetwear?
Zoomed-in
perspective
Dickies is a community Brand. Unfortunately, they haven’t realized their true brand value yet. They believe they are all about durable working-class heritage that started in Fort Worth, Texas in 1922.
At the forefront of the 80s Hip Hop, artist such as Eric B, and Rakim wore affordable brands like Adidas and Dickies.
With the rise in popularity of skateboarding in the 90s, Dickies became a significant part of skateboard culture.
Dickies and Hollywood go back decades. From The Grapes Of Wrath to the TV show OC, celebs have been spotted styling the brand.
 80s Hip Hop |  90s Skateboard Culture |
|---|---|
 Celebrity Community |
heddels
Zoomed-out perspective
Forbes
The insight
The spirit of American workwear knows no bounds. It evolves with every generation.
It challenges the known and takes the road less taken.
Strategic message
Dickies embraces your lifestyle. It honors the work of quiet heroes and the makers of the future.
Dickies clothing is about more than just comfort. It's all about moving forward and staying true to its values.
As a community brand, it's about creating a unity with everyone.
Pew Research
Center
 100 Years of Dickies |
|---|
Zoomed-out clarity
 Musician first, fashion icon second |  Athlete first, fashion icon second |
|---|---|
 Celebrity first, influencer second |
 |  |  |  |
|---|---|---|---|
 |  |
According to our research, within these communities, Dickies has large reach toward Gen Z because more than 60% of streetwear consumers are under the age of 25.
gq
Over 25% of Gen Z and Millennials are most likely to follow brands that interest them while also following Influencers who promote information similar to the brands they follow.
WARC
Over 75% of Gen Z and Millennials feel like they have a voice within their community.
Community is where they express themselves openly.
Forbes
Summary
By understanding the whys and appreciating the hows, Dickies is now in control of what ifs and will continue to build communities for another one hundred years.
The team
Andrea O. OJEDA > PR Planner
Karrah Goldberg > Comms Planner
Eqbal Anwari > Strategic Planner
Donors are eager to help, but first they need to be ensured that 100% of their money would be spent towards the right cause.
Find out about your lifesaving impact here: csom.edu/navigator
Own Your Impact Gala is key to a successful donor relationship, one that creates community and ongoing impact.
What ifs
Why donors want giving to be a commitment to a long term relationship rather than a one-time financial transaction?
What if donors didn’t have to feel as if they are like ATMs?
What would donors give if they knew that 100% of their giving go to students and labs?
Hows
Through this campaign, in8Studio shows how primary care is more than a one-time transaction, so the relationship we create with you, leaves a lasting legacy.
By offering transparency with the CUNY School of Medicine donors can see the impact of every donation on the CUNY School of Medicine’s journey.
​
Owning your impact with CUNY School of Medicine means building a community beyond a donation.
​
Donors think they do not see a direct impact of their donations post-funding. With 'Own Your Impact' campaign, we create a transparent relationship between CSOM and donors to sustain ongoing relationships.
Donors feel connected to CSOM beyond their wallets when they see visual tools that allows donors to see how their donation has been allocated throughout the years.
The future of healthcare requires collective action.