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Addy Award Winner

True to BHaM Campaign

What we did:
Video Production, Photography, Digital Creative, Marketing, Strategy, PR
Rooted in Birmingham for over 75 years

Hibbett | City Gear is a company that has been rooted in the Birmingham community for over 75 years, yet those who live and work within the city are still unable to name Hibbett | City Gear as a local brand. Despite efforts to show that the company is Birmingham-headquartered and actively hiring at the Store Support Center and Distribution Center, Birmingham natives still relay the “We’re Hiring” messages to in-store, entry-level positions.

image of city gear staffimage of hibbett staff
Utilizing custom research to break old stigmas

Additionally, of those indicating interest to work for Hibbett | City Gear, the largest group were current students, followed by upper and mid-management level professionals.

Along with these Hibbett | City Gear-focused questions, the survey also captured valuable insights regarding their entertainment preferences, employment motivations and advertising recall. Music, television, and books were the highest ranking entertainment options. Expected compensation, work/life balance, and location scored the highest in employment motivations. Additionally, visiting a store, a commercial on television, and an advertisement on social media were listed as the most-likely places a respondent would remember a brand’s message.

image of city gear staffimage of hibbett staff
image of hibbett staffimage of ke staff during TTB production
With this campaign, we aim to tell the Birmingham community that Hibbett | City Gear is rooted within the heart of this city, the culture and the people.
Marketing and strategy with data backed results
Cost per conversion
Cost per thousand impressions
digital creative from the TTB campaign
digital creative from the TTB campaigndigital creative from the TTB campaign
digital creative from the TTB campaign
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