Wrangler
PUBLIC RELATIONS . ADVERTISING . DIGITAL . SOCIAL MEDIA
Wrangler, an icon in authentic American style, has been a household name in jeanswear since 1947. More than 70 years later, Wrangler holds true to its heritage by offering timeless, quality products that span generations. FWV has worked with Wrangler as its PR agency of record since 1997.
Wrangler values its close ties to music, pop culture and the Western lifestyle, each of which influences the variety of products and special collections the brand offers. Every phase of development is handled with care – starting with the land and ending with the finished garment. Its recent Rooted and Indigood collections are examples of the brand’s commitment to sustainability. To fulfill that promise, Wrangler products will be made with 100 percent sustainable practices by 2025.
Cowboy to the Core
SOCIAL MEDIA CAMPAIGN
Intended to amplify the voices of Black cowboys and cowgirls at this pivotal moment in our country’s history while also remaining true to the brands core Western ethos. These individuals remind us of the beauty of humanity, the importance of diversity and that “Cowboy” is a way of life, that reaches far beyond a pop-culture stereotype.
Wrangler x Stetson
SOCIAL MEDIA CONTENT COLLAB
We deliver integrated, full-funnel campaigns to drive brand impact during shopping seasons. Campaign components featured influencer marketing and interactive placements on Facebook and Instagram.
How it Performed
Social Media Results
KPIs measured awareness, consideration and conversion metrics. Results included a significant lift in website traffic, ecommerce conversion rate and revenue.
STORYTELLING PLATFORM
WRANGLER LEGENDS CONTENT SERIES
From the streets of New York to a bunkhouse in Oregon, our “Wrangler Legends” series features extraordinary tales told by and about everyday heroes living #LifeUnrestricted. The content lives on social media and on a dedicated landing page where we drive further engagement with the brand.
CALL OF THE WIND
Introducing the Wild Gypsy Tour, an all-female community of passionate riders who are shaping the future of the motorcycle industry.
FEDERATION OF BLACK COWBOYS
It might be one of New York City’s best kept secrets. The Federation of Black Cowboys is committed to preserving the western way of life, even in the juxtaposition of a fast-paced, big city.
“We Care” Sustainability Platform
Video
As sustainability continues to be a hot topic in the supply chain and fashion industry, we have supported several eco-conscious launches for Wrangler under its We Care platform. Most recently, the agency has utilized media relations, influencer marketing and social media to promote the launch of foam-dyed Indigood™ (waterless dye) products along with the Rooted Collection, which features locally sourced cotton from five states. The campaigns have collectively secured more than 350 million media and influencer impressions, not only generating product awareness but positioning Wrangler as a leader in sustainable apparel technology and innovation.
Wrangler. Animated.
WNFR Animated GIFs
Targeting younger, social-savvy consumers to position Wrangler as the Western authority during the Wrangler National Rodeo (WNFR), rodeo’s biggest event of the year, we created 15 animated GIFs for WNFR attendees to add to their Instagram stories. The result was 9.2 million views during and immediately following the 10-day event.
WRANGLER NETWORK
TELEVISION
Wrangler is worn and loved by rodeo and country music fans alike. After identifying an opportunity to provide Western lifestyle and live-streamed rodeo content online, FWV worked with marketing partners, Blue Million and US Cowboy, to develop the Wrangler Network. The branded digital platform is now the mobile and online destination for Western lifestyle content, attracting more than 1 million viewers per year. In addition to the platform itself, we cranked out nearly 800 pieces of edited video content that generated 23 million impressions in just 10 nights of the Wrangler National Finals Rodeo, solidifying Wrangler as the go-to resource for all things Western.