Wrangler Case Study

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Background Information and Research
Wrangler Jeans are an authentic American style of jeans that has been a household name since 1947. After 70 years of being a well-known brand, Wrangler is still holding true to its heritage by offering timeless, quality products that span generations. The agency French/West/Vaughan has worked with Wrangler as its public relations agency since 1997. 
The Wrangler brand values its close ties to music, pop culture and the Western lifestyle, each of which influence the variety of podcasts and special collections the brand offers. Each garment is crafted with care for both the finished product and the land it came from. Wrangler wants to focus on the use of sustainability and wants all of the brand’s products to be made with 100 percent sustainable practices by 2025.
Campaign Results
Wrangler chooses to do social media content collabs to drive brand impact during shopping seasons. Wrangler and Stetson paired up for this influencer marketing campaign on Facebook and Instagram. Stetson is a western style cowboy hat brand that follows along with the same values that Wrangler follows. 
Wrangler’s campaign allowed a wider range of customers to see the Wrangler brand and/or the Stetsons brand. They delivered a full-funnel campaigns to drive brand impact during shopping seasons. Campaign components featured influencer marketing and interactive placements on Facebook and Instagram.
KPIs on the social media sites used measured awareness, consideration and conversion metrics. Results included a significant lift in website traffic, ecommerce conversion rate and revenue. 
Conclusion
Even though Wrangler is such a well known brand, it continues to work hard to keep the credibility to its name. Wrangler has changed with the times by bringing up the idea of being sustainable by 2025. I think if they don’t make this goal it could hurt the company. Being completely sustainable by 2025 is a hard task to accomplish.
Keeping in the influencer market by pairing up with Stetsons was a smart move on Wranglers part. Western culture is currently booming in fashion and having a “cowboy” hat is a major fashion trend. Wrangler road that coat tail by making it a statement to be in Wrangler jeans and a Stetsons hat. I think Wrangler does need to watch out for competitor Levi, as they are using A-status celebrities to brand their products and that can be a quick way to sway consumers minds.

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