Wrangler Campaign Paper

Running Head: Wrangler Outreach Campaign
Wrangler Outreach Campaign

University of South Dakota
MCOM 342 Strategic Communications
Dr. Teddi Joyce
Tiffany Eide, Janelle Galpin, Shelby Huber, Shan Khan, Andy Schultze
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Table of Contents
Executive Summary..3-4
Background of Wrangler..4-8
Situational Analysis8-11
Stakeholder Analysis....................................................................................................12-15
Goals..15
Research...15-23
Objectives.23-27
Creative & Messaging Strategies.27-30
Tactics..30-47
Paid Media
Organic Media
Street Team Campaigns
Evaluation47
Conclusion...47-48
References....49-51
Appendices...53-57
Executive Summary
The fall 2014 Strategic Communications class was given the task of taking the
brand Wrangler and promoting the companys jeans to 18 to 25 year olds. With this
younger demographic, we wanted to focus on denim styles that would attract, such as
boot cut, cigarette slim, boyfriend cut and slim and skinny style jeans for men and
women in particular. Our team focused on a campaign that would spread over what we
considered were the best times and places to promote these denim styles. The main goal
of the campaign will be to attract attention from this millennial demographic, induce
positive responses, and eventually increase sales among our target market.
The Millennial Outreach Campaign would start in May 2015 and continue until
May 2016. There will be several different events that the campaign will hold that cover
not only major times for jeans selling, but also when the target market are usually coming
together in large groups. These times would be back to school sales and the holiday
period. The specific events that the campaign will hold will be a campus tour to several
colleges within an area with high jean sales as well as sponsoring the Country Music
Awards.
Wrangler jeans currently interact with several media, but the brand has several
different markets that each forms their own pages. While this allows for several different
markets to be covered, it causes confusion for the brand imaging. The goal of this
campaign is to increase sales and awareness of the brand. We hope to accomplish this by
organizing its social media and having it interact to its target market distinctly.
A prior look into the target demographic, named millennial in this campaign, has
demonstrated to us the need to have our brand go to the customers itself. This is why the
campaign will travel to these events and place itself in the must of already existing
interaction of the group.
These events will attract a great deal of young individuals, and the millennial title
has been separated into two distinct groups, hipster and country. This campaign will draw
attention to the brand by tying in methods of importance to this age group; music, school
and holidays with the Wrangler image.
Background
Wrangler, an American icon, is one of the three cornerstones of American Denim,
along with Lees, and Levis. The company evokes the spirit of those who work hard and
recognized individuality. Loyal customers represent those who want a jean that work as
hard as they do.
In the mid-1940s, Blue Bell acquired the Casey Jones Work-Clothes Company
along with the rights to the name Wrangler. Blue Bell along with tailor Bernard
Lichtenstein also known as Rodeo Ben, as he was commonly referred, began
developing a line of jeans specifically for cowboys, and rodeo use. This marked the
origin of Wrangler jeans.
Although, Wrangler began in the United States the brand expanded to Europe in
the 1960s. Blue Bell opened their first European factory in Belgium in 1962, where they
began marketing the Wrangler brand across Europe. It gained traction as an icon of
youth, and American culture. Wrangler didnt become the dynamo it is today until Blue
Bell merged with VF Corporation in 1986. More than anything, Wrangler signifies its
western roots, and tradition behind the brand, but is no longer limited to just the cowboy
theme. With the launch of Wranglers new denim cuts, such as boyfriend cut, slim
cigarette, crop for women, slim and skinny for men, Wrangler offers Americas jeans to a
variety of consumers.
Wrangler Jeans Company, a subsidiary of the VF Corporation along with other
popular brands like Lee Jeans, The North Face, Timberland, and Vans, make VF
Corporation the largest apparel company in the world. The VF Corporation has product
lines ranging from Jeanswear to Outdoor Action Sports. This makes VF a global
powerhouse with $11 billion in annual revenues, over 30 dynamic lifestyle brands, and
approximately 57,000 associates working in locations across the globe.
The corporations global presence reaches over more than 150 countries, through
47,000 retailers in all channels of distribution, from mass to department to specialty
retailers. They also own, and operate more than 1,100 retail store with many of their
products available to purchase directly from the internet.
Americas Region
Headquarters located in Greensboro, NC

Senior management team is based along with corporate Strategy Finance, Global
Business Technology, Global Supply Chain, Law and Human Resources teams
Approximately 25,000 associates in the United States
o Americas Region (South America, Central America, Mexico and Canada)
Americas operations in this region are based in Buenos Aires, Argentina, Mexico
City, Mexico and Toronto, Canada
Operate more than 38 Wrangler and Lee stores in South America
Approximately 21,000 associates in the Americas Region
EMEA Region (Europe, Middle East, Africa)
Area of focus for sustainable growth

o Sales, marketing, distribution, technology and administration
250 retail stores in the EMEA region for the following brands: Wrangler, Lee,
Napapijri, Kipling, Vans, The North Face, Timberland and Eastpak
Own and operate manufacturing facilities in Turkey
Approximately 6,700 associates in the EMEA Region
o Asia-Pacific Region
Revenues now approaching the $1 billion mark
Subsidiaries in mainland China, Hong Kong, Taiwan, South Korea, Japan,
Singapore, Malaysia and India
o Manage many brands in key markets primarily through a network of well
over 2500 owned or partner brand stores/shop in shops
Approximately 4,500 associates in the Asia-Pacific Region
Situational Analysis
Strengths
Some of the strengths of the Wrangler brand are that it is one of the top
American Denim companies with a known brand image. Generally when people come
into contact with the Wrangler image they generally connect it to an American image,
which means that the company has strong brand recognition within the publics. The
brand is known for good quality that lasts as well as affordable prices, so that people feel
that they are getting their moneys worth when they purchase these jeans.
The company also has become a global presence with shops in 150 countries and
57, 000 associates. Wrangler has worked to develop its infrastructure over its sales,
marketing, technology and distribution departments. This means that the company has
expanded enough to cover a large social media network that increases its availability to
reach publics. Wrangler jeans can be bought in several countries both in stores and
online.
Weaknesses
The main weakness of Wrangler is the confusion in its imaging market. The brand
has several different social media pages that go to different styles and demographics. This
tends to cause confusion for those seeking out the brand when several different logos and
social pages return in the results. While the company sales a large selection of jean styles,
the majority of people when referring to the brand think of it as a working
class/cowboy product. This can hinder the brand from sales in other demographic
markets that do not wish to be associated with this image. Wrangler needs to organize
what its brand is and focus on the other markets it wishes to enter. Another issue with the
brand is that there is a great deal of competition in the jean market, especially from
standalone specialty stores. This creates the problem of market growth when there are so
many options available to the publics and competition for brand identity fuels the sales
quotas. The perception of the brand is cheap quality even though the brand itself does
have a wide range of prices. In this market there is vulnerability for people to be
continuously switching brands with little incentives to do so. Our millennial demographic
is more likely to choose jeans based on the rumored popularity of the brand rather than
quality. The company is a global store, which means that most campaigns require
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separate research expenses and marketing plans, which can be costly if they are not
focusing their attentions in the right areas.
Opportunities
There are many opportunities that the brand can reach out to when spreading
deeper into the market. The first thing is the ability to use its increasing global
penetration to an advantage. The global expansion can further increase because the
market for it has already been tapped, all that the company needs to do at this point is
continue to earn revenue and popularity so that unopened markets will seek it out. Doing
this the company can also focus on growing its apparel industries as well as widening its
product market. Coverage over a larger market and more product areas means there is an
opportunity for more funding to go into the company. Another method is to focus on
enhancing the visibility and outreach of the product placement. There is a large
opportunity for the brand to increase its online sales market through widening its social
media reach. It is important to have a strong online market, because this can increase
sales globally without the need for excess stores. Organizing its social media pages will
strengthen the reach to consumers and their interest in the brand.
Threats
The main threat to Wrangler is the struggle to maintain as a sought after brand in
a very wide and neutral market. Many mass retailers that sell the brand such as Wal-Mart
and Target only have so much space in their stores for the product, and the products that
have to highest sales will be the winners of the shelf competition. This causes a large
threat from Wranglers main competitors: Levis, Lee, and American Eagle jeans. Some
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individuals go into a store and purchase jeans without ever looking at the brand, only
focusing on the style and price. It is a continuous struggle to form loyalties, and even
harder to break existing ones held by competitors. Since it is a global company, there can
be problems regarding the fluctuation of currencies. The economy in general can cause a
distinct change in the jeans people buy. Poor economies may seek out cheaper selections
while strong economies will shift to the better brand names. Wrangler has to identify
these issues and be prepared to organize its economy around them.
Strengths
American Denim
Lasting quality
Brand Recognition
Global Presence
o 150 Countries
o 57,000 Associates
o Highly developed infrastructure
in sales, marketing,
distribution, technology and
administration.
Online Sales
Affordable
Weaknesses
Opportunities
Use of new media to reach consumers

Growing preference in online market
Increase in global penetration
Enhanced visibility and product
placement
Growing apparel industries means
opportunities for new line of products
Funding Available
Considered working/cowboy jeans

Campaign likely to be costly
Competition from standalone
specialty stores means limited
market share growth
Vulnerable to brand switching with
other available options for
Jeanswear.
Threats
Decreasing shelf space for mass

merchandisers like Wal-Mart and
Target
Competition from other brands
o Levis
o Lee
o American Eagle
Foreign currency fluctuation and
economy
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Stakeholder Analysis
Millennials
As the main target for the Millennial Outreach Campaign, we decided that
American youth 18-25 year olds should be our main stakeholders. In order to optimize
individualized messaging, and strategies to our target demographic the best strategy is to
break down the overall millennial target into three broad categories being traditional
country, mainstream country and hipster.
Traditional country. Traditional country is used to describe the typical Wrangler
customers. These people are farmers, ranchers, and those who live in small rural areas.
The outdoors is where they work, and where they play. They listen to real country music
sung by Alan Jackson, George Strait, and Brad Paisley. The radio is always on, whether
they are hauling in their pickup or hanging with their friends in the shed.
These people shop for jeans in many ways. The women want fit, and flatter. The
men want durability, and comfort. They will each find what they like and stray very little
from that.
In order to reach these people, we need to send them the right messages. Some
important things to communicate to them are Wranglers quality, durability, and rugged
cowboy appearance. We want these people to hear that they can wear Wranglers from
working to fun.
Mainstream country. We use the term mainstream country to label the
millennials that are country, but arent necessarily traditional. These people like
mainstream country songs mixed with pop, such as Taylor Swift. They were fancy boots
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with no intention of working in them. Country is not a lifestyle to these people as it is to

the traditional country group. Instead country is more of a fashion or style.
These people shop at either high-end western stores or stores that are a bit more
mainstream, such as American Eagle. Their main priority while jean shopping is style or
fashion followed by fit. Durability, and comfort arent as important to these people.
The best messages to send our mainstream country group would be along the lines
of Wranglers arent your grandpas pants. We want to tell these people that Wrangler is
cool, and has fashion forward options for men, and women. A message similar to this,
will resonate with this particular demographic.
Hipster. We labeled this group as Hipster, because its members are just that.
They are natural nonconformists who like to be different. They wear whatever they want
regardless of trends. These people also tend to be opinionated, and want to showcase their
desire to non-conform, and be original.
To resonate with hipsters and to get them to wear Wrangler denim, we must
convince them it is edgy, and cool, but yet not too popular.
Current Retailers
Retailers of this type include, but are not limited to Wal-mart, Amazon, and
Bomgaars. Current retailers are important to the success of the Millennial Outreach
Campaign, because they provide a medium through which our line of denim can be
displayed, and purchased. Maintaining our partnership with current retailers is vital
because it provides mutual benefits for both parties, as well as familiarity with our brand.
They will have to promote our product and be able to sell it to potential clients. They
account for but not limited to:
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Potential Retailers
Potential retailers are important to our campaign because those retailers are vital
to reaching our target market and will showcase Wrangler within their stores. Wranglers
new line of denim will bring in young, loyal customers, and profit from those customers,
and receive word-of-mouth advertising from those satisfied customers.
Potential retailers will include three categories of retailers: mainstream vendors,
cost effective vendors, and high-end western retailers. Each category of retailers provides
a valuable relationship with Wrangler, and potential customers.
Mainstream vendors. Retailers of this type include, Buckle, Kohls, JC Pennys,
Macys and Target. These stores will carry the high-end new lines of Wrangler denim,
which will appeal specifically to millennials, which shop at high-end retailers. These
lines of Wranglers will also attract millennials to the retailers who carry them.
Cost effective vendors. Retailers of this type include, Bomgaars, Menards,
Campbell Supply, and Fleet Farm. These retailers will carry the less expensive of the new
lines of Wrangler denim, which are designed to appeal to millennials looking for a cost
effective version of the new line of denim. This line of denim will attract millennials to
the retailers who had previously shopped elsewhere for denim.
High-end western retailers. Retailers of this type include, RC Western, Pinto
Ranch, and other local western retailers. These retailers already carry a high-end line of
Wrangler denim designed to appeal the interests of those that shop in western
retailers. They will continue to carry that line of denim, as they have a proven track
record with their clientele. These retailers will also carry the new line of denim, which
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will appeal to millennials, and drive millennials interested in western styled apparel into
their stores.
Wrangler Employees
Employees are critical to the success of our campaign because they serve as an
extension of Wrangler. Essentially, employees are Wranglers brand ambassadors, and
act in the name of the company. They provide consumers with a credible source of
information relating to a variety of Wrangler products. Wranglers sales associates will
have to sell our line of denim so maintaining employee satisfaction will help optimize
Wranglers growth. Employees cover a broad spectrum as a stakeholder. They can
account for, but not limited to:
Sales
Management
Supplier
Marketing/Advertising
Store/Outlet Owner
Stockholder
Customer
Distributer
Goals
1. Increase awareness among consumers between the ages of 18-25.

2. Increase positive perception among consumers between the ages of 18-25.
3. Increase consideration for product purchase among consumers between the ages
of 18-25.
Research
In order to understand the Wrangler brand, message, customers, and current
advertising practices, we conducted multiple forms of research. We began with a content
analysis of Wranglers current website, social media profiles, and current advertising
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which then was added to our situation analysis and company background. We then
researched our demographics, and their media habits with online research and, a small
survey.
Demographic Research
While conducting our research, we came across many names for 18-20-something
year olds. Outside from the research terms, Millennials arent exactly referred to as a
positive and caring generation. Statistics say that we care less about the environment and
less about each other than any other generation. Researchers also say that Millennials
arent willing to admit that either.
No matter how negatively they are viewed, Gen Y is an interesting bunch. Here are some
quick facts we discovered during our research.
They are the largest population in the country.
They are incredibly brand loyal and will pay more to get what they consider to be
the best.
They do not rely on their friends when choosing activities. Eight out of 10 choose
their free time activities based on personal preference.
o
That includes clubbing. Just over 60% of Millennials go out to clubs, but
of that 60%, only one in four go out more than once a month.
Millennials are urbanizing.

o
This becomes increasingly relevant when we look at our Mainstream

Country Millennials.
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One of our main research points focuses was how Millennials consume media.
With 77% of Millennials worldwide, and even a higher percentage here in the US,
owning a smartphone, their media consumption has drastically changed from previous
generations.
Therefore, social media is a main media avenue used to reach the millennial
audiences. High percentages of 18-25 year olds use social media on a weekly basis.
81% use Facebook weekly
48% use Twitter weekly
40% use Instagram weekly
39% use Pinterest weekly
27% use Snapchat weekly

Millennials also use social media for more than just social interactions with
friends. In fact, 77% of Millennials said consuming news is important. Additionally, 60%
of Millennials worldwide said social media is an important tool for staying up-to-date on
current events. With social media being so popular among this audience, it is valuable for
marketers to know about the audiences interactions with brand via social media.
According to a study done by Verizon Wireless in 2014, five out of six Millennials
embrace and interact with brands on social media.
Other important media avenues for Millennials are video games and television.
Video gaming has grown for a very niche market to reaching a widely diverse user base.
In fact, the average Millennial consumes over 12 hours of video gaming each week.
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As for television, it is still a highly enjoyed pastime of the average Millennial.

One study asked Millennial men what they do in their free time. The results showed that
television was the number one preferred pastime. According to another study done by
MTV this past year, Millennials (87% of females and 76% of males) consume large
amounts of TV with hopes of learning facts or skills.
This generation may be consuming television, but they are not doing it in the
traditional way. 64% of US Millennials have a subscription to an online streaming
service, such as Netflix, Hulu, or Amazon Prime. Millennials view three times as much
television via internet streaming as their Generation X counterparts. Because of the
online streaming capabilities, Millennials have begun to prefer binge watching, or they
choose to watch programs that release all of their episodes as once. In addition to
binging, 65% of Generation Ys population uses a second device while watching
television programing. While on that second device, 75% are perusing Facebook while
49% browse Twitter.
Survey
In order to confirm or deny some of our assumed understandings of Millennial
behavior and to protect us from bias, we chose a random group of Millennials to respond
to our online survey. In a further attempt to avoid bias, we asked people that were outside
of our direct social circles to participate. Although only 45 people responded, we feel that
this survey helped us discover vital information about our main stakeholders.
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Out of the 45 respondents, approximately 75% of them were female. The ages of
our respondents ranged from 18 to 25+, as illustrated by Figure 1A below. Out of the 45
respondents, 21 listed themselves as students.
We asked our respondents to describe their personal style, what is important in

jeans, and their favorite jeans. We then asked respondents to list five denim brands to get
an idea what brands are top of mind for our demographic and to list the first thing they
think of when they hear Wrangler.
When analyzing the respondents personal style, we broke the responses down
into five main groups, Comfy/Casual, Classic/Business, Hipster/Unique,
Trendy/Fashionable, and Other. As shown in Figure 1B, Comfy/Casual was the most
given response followed by Classic/Business and then Trendy/Fashionable.
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When considering what aspects of denim are important to our target, we assumed
fit, style, and price would be the main factors. Our findings are similar, but not exactly
like, our assumptions. Although fit was the number one priority when purchasing jeans,
style was in the top three, flattery was a major factor that we had not considered; 30% of
the respondents who answered that question, listed flattery as a main factor to pick out
jeans. Of those respondents, it was no surprise to find that all were women. Figure 1C
breaks down all 43 responses given. The 22% of responses categorized as other
mentioned comfort and durability as being a major factor were deciding on a pair of
jeans.
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When describing their favorite jeans, the most commonly given denim cut,
mentioned by 35% of the respondents, was skinny. As for wash/color, 20 of the 43
respondents that answered this question said their favorite jeans are dark wash. We also
asked people to list the brand of their favorite jeans. The most common answer was
American Eagle with 16 % the responses, followed by Rock Revival which was
mentioned by 12%.
We found it interesting that American Eagle and Rock Revival were the most
commonly given answers to that question, but when asked to list five denim brands, those
two were not at the top. In fact, two brands dominated the top of mind mentions and
between the five choices, the top mentions varied between only three different brands. As
shown in Figure 1D, Levis and Miss Me brands were mentioned most often and were the
most mentioned brands four out of five times. The interesting part is that, Wrangler was
the most mentioned brand when Levis and Miss Me wasnt.
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In total Levis was mentioned 30 times, Miss me was listed 22 times, and
Wrangler was only listed eight. Brands such as Rock Revival and American Eagle were
both mentioned less then Miss Me but more than Wrangler.
Our last question asked the respondents to list the first thing that came to mind
when they think of Wrangler. The responses were predictable and illustrated the
stereotype of people who wear Wrangler jeans. Looking at Figure 1E, shows us that the
cowboy stereotype of Wrangler is prevalent among our demographic. Even the other
option of work pants alludes to the stereotype. Responses that were categorized as other
included responses, such as Jeeps, mens jeans, and tight fitting.
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Objectives
Goal #1
1. Increase awareness among consumers between the ages of 18-25.
Objectives
a. Obtain a 35% increase in social media interaction and page likes by
November 2015.
Tactics
i. Research posting methods that resonate with the targeted
demographic
ii. Respond to interactions in a timely and appropriate fashion
b. Host four time relevant events to increase denim sales between May
2015 and May 2016.
i. CMA Awards
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1. Host an event during the Country Music Awards in

order to promote the brand and new lines of denim.
2. This event will be sponsored by Wrangler and will be
covered with a paid Snapchat Story.
ii. Back to School
1. Host an event during back to school throughout the
month of August 2015, which will increase awareness
and sales of Wrangler and the new denim lines.
iii. Christmas
1. Host an event during the holiday season, beginning with
black Friday and ending December 31, 2015. This event
will promote the new lines, and increase sales over that
time period.
2. This event will run from November 1, 2015 to January
3, 2016.
iv. 4th of July
1. Host an event during 4th of July weekend, promoting the
new lines of Wrangler denim, and increase sales of this
denim through the event.
c. Reach 50% of the targeted demographic population in the country
through paid placement on television, online, and out of home by May
2016.
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i. Place ads on the Google Display network, SEM, social media

websites, and online streaming sites.
1. Create and run creative ads strategically placed on
social media, Google Display Network, SEM, and online
streaming sites in order to raise brand awareness
among out target demographic, and drive sales within
the target demographic.
ii. Produce creative out of home media
Goal #2
2. Increase positive perception among consumers between the ages of 18-25.
Objectives
a. Create a strategic partnership with at least one established brand by
November 2015.
Tactics
i. Find a smart partner where mutual benefits are created.
1. Locate a strategic partner with whom we will cross
promote products in order to raise awareness of the
new lines of wrangler denim.
b. Increase chartable events and donations by 15% from May 2015 to
May 2016.
i. Create a charitable donation drive with which we will promote
the public to donate old denim to charity in order to raise
brand awareness.
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ii. Recycled denim drive/creation

iii. Denim fashion show where all proceeds to go any charity
(week long event where each days proceeds go toward a
different cause).
iv. Promote National Denim day through social media and paid
advertisement placement, on this day people are encouraged
to wear denim to raise awareness of rape and sexual assault.
c. Promote events in order to gain 100,000 people in attendance or viral
participation
i. Host an event at which all guests will be required to wear a
Canadian tuxedo (clothing made entirely of denim).
ii. This event will be similar to National Denim Day, however this
event will be promoted worldwide through social media,
online streaming sites, and SEM.
Goal #3
3. Increase consideration for product purchase among consumers between the
ages of 18-25.
Objectives
a. Obtain positive sponsor for each key millennial group by July 2015.
Tactics
i. We will actively seek out a sponsor for each key millennial
group (traditional country, mainstream country, hipster) that
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aligns with the target demographic of each key millennial

group.
b. Purchase 250,000 views of product placement in the United States
from May 2015 to May 2016.
i. Purchase paid for advertisements on online streaming sites,
SEM, and social media in order to achieve 250,000 views by
May 2016.
c. Host three in mall promotions with pop-up fitting room kiosks from
May 2015 to May 2016.
i. Host in-mall promotions where guests will have the
opportunity to try on Wrangler denim, and will receive a
coupon for a future purchase of Wrangler denim at a retailer.
Messaging Strategy
Because our campaign will run from May 2015 to May 2016, we have decided to
strategically place our different campaigns around different times of the year, such as the
end of the school year, the 4th of July, back to school season, Country Music Awards
season, and holiday. We also suggest running a general brand messaging campaign
throughout the year.
We propose running an end of school year campaign to drive denim sales. Jean
sales are often low during this time of year, but overall retail purchasing is up. Running a
campaign to promote denim sales could bring in everyone on summer break and persuade
them to purchase, not only summer apparel, but jeans as well.
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The 4th of July campaign would be an opportunity to position ourselves as an allAmerican brand. Although Wrangler is an international company, we could use the
holiday to promote a way of life for all Wrangler wearers.
Back to school season is synonymous with everyone is buying jeans. So to
persuade consumers to purchase Wrangler jeans instead of the competition, we want to
focus a whole back to school campaign. Yes, back to school season may be targeted at
elementary students and moms, but our research shows that Millennial purchasing habits
start at a young age and continue through most of life.
Because of Wranglers partnership with the CMAs, we have decided to run a
short campaign leading up to the event. This should position Wrangler as a cooler
brand as well as build excitement for the event.
Because of the retail excitement associated with the holidays, we think
Wranglers voice needs to be heard. Starting a week before Thanksgiving, we suggest
starting a campaign to highlight Back Friday deals and generate brand excitement over
this crucial retail period.
We will have a more targeted approach toward three main stakeholders in the
overall millennial demographic. Overall, our message is Wrangler is a brand for young
adults, not just the older farmer generation. Our targets:
Traditional Country
Mainstream Country
Hipster
Traditional Country
This target lifestyle has primarily been dedicated to the Wrangler brand thus far,
but still require attention to get the younger millennial demographic. In order to continue
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to reach this demographic, we need to send them the right messages. Some important
things to communicate to them are Wranglers quality, durability, and rugged cowboy
appearance. We want these people to hear that they can wear Wranglers from working to
fun.
Align with related brands (sponsors, events, brand ambassadors, media

placement)
Align with similar lifestyle in creative strategy
Be more active at events where our target demographic is present
Mainstream Country
The best messages to send our mainstream country group would be along the lines
of Wranglers arent your grandpas pants. We want to tell these people that Wrangler is
cool, and has fashion forward options for men, and women. A message similar to this,
will resonate with this particular demographic.

placement)
Hipster/Skaters (contemporary subculture)

Typically consists of white millennials living in urban areas. They like to have a nonconformist personality. We need to make Wranglers a jean they can wear that they feel is
not to mainstream as well as usable for falls that rip pants during skating activities.
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placement)

Creative Strategy
We suggest focusing on the Wrangler lifestyle and answering the following
questions. What do we represent? Who wears our jeans? What do wearing Wranglers say
about you?
If you buy Wranglers, youre living the dream.
Paid Media Plan

In order to reach our main stakeholders, the three Millennial markets, we have put
together a media plan breaking down the media vendors that we believe will best
influence our markets. We chose main media such as online music and video streaming,
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social media, search engine marketing, online videogames, video pre-roll, and online
display.
Online Streaming
When looking at vendors that offer online streaming advertising, we decided to
place on Hulu, Pandora, and Spotify. We predict Hulu to be a monetarily efficient way to
reach our millennial demographics. Hulu has over four million users who during their
average site visit spend 50 minutes or more captivated by the sites content. We chose to
place on Pandora because of its large user base. Pandora has over 250 million registered
users. Only three million of those users pay for an ad-free subscription. Pandora is also a
great way to target geological locations and markets based on music genres. Although
similar to Pandora, we chose Spotify for a different reason. Spotify has a smaller user
base, close to 30 million, but the highest percent of users are between the ages of 18 and
25. Spotify may not have as loud of a voice as Pandora, but it speaks directly to our
target.
Giving the audience a consistent message is important. For that reason, we
decided to keep a year round voice on Hulu. One general messaging campaign will be
played on Hulu throughout the entire year. Because this message will be played for such
a long period of time, we decided to set a frequency cap in order to avoid overloading the
audience. During peak times of the year, we will also host shorter campaigns on Hulu.
These shorter campaigns will play in addition to the general messaging advertisements
and will focus on events, such as back to school shopping time, the 4th of July, Black
Friday, Christmas, and an end of school denim clearance at the beginning of summer.
32
As for Pandora and Spotify, we took a similar approach. Because these vendors
do not offer as much video advertising as Hulu, we decided to only place during the peak
timeframes mentioned above. In addition to those campaigns, we decided to promote our
partnership with the Country Music Awards, which is held in the beginning of December.
Promoting the CMAs on music streaming stations is a great way to target country music
listeners and our key demographics.
We propose spending approximately 16.5% of the 10 million dollar budget
toward online streaming advertisements. Because production costs are higher for video
and we are keeping a constant voice, we budgeted $750,000 to go toward the Hulu
campaigns. The remaining 16.5% was divided between Pandora and Spotify equally. The
budgets for Spotify and Pandora will each cover 50% of the production costs for audio
ads since the same ads will be used on both platforms.
Social Media
When one thinks of social media, there is a clear list of who the big dogs
areFacebook and Twitter. It was reported that Facebook have over 1.2 billion active
monthly users, 945 million mobile users, and 757 million active daily users. As of
February 2014, over 180 million of those users are located in the US and the millennial
demographic account for approximately 42 million of those users. Twitter has less overall
users at 284 million, but nearly 94 million of those users are located in the US. We also
looked at less used social media outlets, such as Instagram, Pinterest, and Snapchat.
Although smaller than Twitter and Facebook, these sites have a more specific voice.
Instagram recently reached over 200 million active monthly users. Pinterest has 70
million users, but each user can be specifically targeted based on searches and interests.
33
With Pinterest, we would be able to target consumers who are interested in the product as
well as looking to purchase. Since its creation, Snapchat has had over 60 million installs.
Nearly half of those users are active monthly users, and 16.5 million users use Snapchat
daily.
Because of Facebook and Twitters massive user base, we have decided to keep a
constant voice on these platforms, similar to our strategy with Hulu. We will again run
secondary, shorter campaigns during the end of the school year/beginning of summer, the
4th of July, back to school, and holiday. However, because of the intense presence of pop
culture on social media platforms, we will also run a campaign to promote the CMAs and
our partnership with the award show.
For Instagram and Pinterest, we chose a similar strategy to that of Spotify and
Pandora in that shorter campaigns will play in addition to the general messaging
advertisements and will focus on events, such as back to school shopping time, the 4th of
July, Black Friday, Christmas, and an end of school denim clearance at the beginning of
summer. Because of the social media sites more specific targeting and smaller user base.
We will not be promoting our partnership with the CMAs via Instagram and Pinterest
because of the lack of connection between the social media sites and the music industry.
Although we do not suggest paying for content of Instagram and Pinterest during certain
points of the year, we highly recommend that Wrangler post organic content to be shared
with followers.
Because of Snapchats unique advertising premise, we have decided to focus our
Snapchat campaigns around events. The first is planned to be a week long during the
beginning of September. This will showcase our College Campus Tour (discussed later)
34
and hopefully generate buzz around that event. The second Snapchat advertisement will
take place nearly three months later at the CMAs. This advertisement paired with preevent promoting on Pandora, Spotify, Facebook, and Twitter should draw attention and
really help our brand resonate with an audience similar to the CMAs target audience.
The third Snapchat ad will be focused on an event that we suggest for the middle of
February. Wranglers Fashion Week event could be a great lead up to National Denim
Day and a fun way to connect with the younger generation. Our final Snapchat ad will be
placed on National Denim Day. We plan to ask followers to submit their denim fashions
for a chance to be showcased in the live feed. This should generate positive interaction
with our key demographic as well as showcase Wranglers charitable values.
We dedicated 19% of the 10 million dollar budget to social media placement. We
suggest allocating the most, $600,000 to Facebook because of its dominance in the
industry. We dedicated $600,000 to Twitter as well because of its increasing popularity.
We have allocated $300,000 to both Instagram and Pinterest. Lastly we have decided to
use $100,000 toward production and placement of Snapchat advertisements.
Search Engine Marketing
Search engine marketing is the perfect way to reach consumers when and where
they want to be reached. SEM has the most captive audiences you can find in any
medium. Because of this, we think it is vital that we place ad on the top three search
engines, Google, Bing, and Yahoo. On average, Google hosts nearly 12 billion searches
per month, and Bing and Yahoo are not far behind.
35
Because of Googles domination in the industry of search engines, we have

decided to run a constant, yearlong campaign similar to that of Hulu, Facebook, and
Twitter. In addition to this constant campaign, we propose also running the shorter
campaigns focused around the peak times described above. We decided to exclude the 4th
of July campaign from the SEM due to the fact that relaying the message the Wrangler is
an All American brand is nearly impossible to do via search engines.
As for Bing and Yahoo, we suggest only running the shorter campaigns. Bing and
Yahoo are less used than Google making them a poor choice for a constant voice but a
great option for the short campaigns focused on specific time periods.
We have allocated 4.5% of the 10 million dollar budget to SEM. Because of the
constant voice on Google and the increased competition, we have decided to dedicate
$200,000 to Google AdWords. Because of Bings domination of Yahoo, we have given
$150,000 to Bing placements and $100,000 to Yahoo placements.
Video Games
Video game marketing on the Playstation and Xbox Networks are rarely used by
anything besides video game promotion. But with users bases of 110 million (Play
Station) and 48 million (Xbox LIVE) with little to no cross over, online video game
marketing is a way to efficiently reach a very specific market. The majority of video
game system users are 14-30 years old and male. With that demographic information and
targeting specific gaming categories, we can reach the traditional country males,
mainstream country males, and male hipsters quite easily.
36
Because of increase of in video game interaction with college students over the
holiday breaks, we purpose running general branding messages mid-May through August
and then again during December. Based on what gaming categories we place our
advertisements on, we will cater our ads to the corresponding demographic.
We have set aside 6% of the total budget toward video game marketing. Because
of Play Stations user base being over double Xboxs, we have decided to allocate
$350,000 to general messaging during the summer and Christmas break periods. We have
then dedicated the remaining budget toward Xbox LIVE ads during the same time
periods.
Display & Pre-roll
To make our online presence complete, we purpose incorporating display and preroll ads on the Google Display Network. This network contains over two million websites
and reaches 90% of Internet users worldwide. With Google, we can target websites
visited by our main demographics based on age, gender, and interests. Google also allows
us to specifically target certain websites based on the context and websites specifically
listed by us. Using this network, we can also retarget anyone who visits Wranglers
website or clicks on one of Wranglers other online advertisements. We can even track
how many people purchase Wrangler products as a result of the advertisements.
Because of the ease of reaching our specific markets and tracking the efficiency
of the advertisements along with higher production costs because of video, we have
dedicated $900,000 to this portion of the media schedule.
37
Organic Social Media Plan

Currently, Wrangler has various pages on the same social media platforms such as
Facebook. In order to create a cohesive brand image we wish to bring a more unified look
by having one Facebook page. We also want to restructure social media pages so that
they have the same name across all platforms. We will look into the demographics of
38
each social media platform to know which page would work more for which specific
millennial market.
With the restructuring of our social media pages we also wish to dedicate specific
days to our target demographic. To keep subgroups of millenials engaged we would have
to pick media that would cater to their interests. If we ignore one group and focus too
much on the other we will lose a segment of our customer engagement.
Snapchat we will directly target millennials who are in college specifically
campuses that we will hit on our WranglerU Tour. Again with the use of this social
media platform we will incorporate the tastes of our millennial market as a whole versus
having separate accounts targeted at our three major millennial subgroup targets. Our
presence on Snapchat will be consistent throughout the entire year but more so during our
events. For example, during our back to school kick off we will be sending our snap
chatters coupons that can be found exclusively from our Snapchat account. The reason
Snapchat is a social media platform necessary for Wrangler is:
71% of Snapchat users are under the age of 25
77% of college students use Snapchat daily
58% of college students would likely purchase a product from a brand that sent
them a Snapchat coupon
33% smartphone penetration among 18-34 year olds
1% of marketers on this new and thriving platform

Facebook, the biggest undertaking with this social media platform is making one
stand alone Facebook page versus having various pages, which is how it is done
currently. We would be open to having regions such as, North America, Latin America,
39
Europe, and Asia. Facebook will primarily used showcase Wranglers different styles.
Although, we want to encourage millennials to interact we also understand that Facebook
will primarily be used for an older target market and the older end of the millennial
demographic. Facebook will be a general tool that will incorporate content that would
appeal to a larger crowd. Our strategy would include to post several times a day, interact
with our fans, and include content that is targeted to traditional country, mainstream
county, and hipsters individually.
Instagrams purpose is to use images and short video to enhance our customers
experience. We want to tell a story with our images and have a healthy balance of fun
pictures and business pictures. It will be important to create strong account by using the
following strategies:
Connect to our Facebook account
Use relevant, popular hashtags
Engage by following brand aligned and linking their photos
Most notably create 15-second, filter-enabled, editable video often
Reward followers with discount codes and promos
We will cross-post selected images to Wranglers Facebook page with a hashtag that
aligns with our campaign and brand image to help people find us on Instagram.
Twitter, Wrangler will find the sweet spot between micro-blogging content that
our followers want to hear and promoting our business. We will focus on how our
products benefit our customers. We are personable and interactive. We tweet at our
followers, follow other brands, and post lighthearted tweets. Again photos grab attention
and we need to incorporate visuals into our tweets. Twitter will be largely active during
40
our events because hashtags are important in order to encourage engagement. Every
event will have a designated hashtag and we will direct conversations during events to
desired goal. During events we will also do the following:
Use the places feature to identify our target audience location by city or zip code
in order to pinpoint potential customers and students at our various events.
Have one-on-one conversations with followers on a daily basis
Actively use our designated hashtags for the events leading up to and during our
events.
Pinterest, with the majority of users being women 25 to 44 the Wrangler brand
must keep this target demographic in mind. Pinterest definitely has a millennial presence.
Wrangler would benefit from following these major strategies:
Pin seasonally: Create boards that relate to the current season. Have holiday
boards or a few to showcase wish lists, tips, and gifts for the holidays.
Get Rich Pins: They will have our products prices in the description. If they are
in stock or go on sale the pinner will be alerted.
Add text to images: pin images with text pushing for clicks and sales will drive
traffic to our website. An example, post our skinny jeans with back to school
jeans under $60
Make it exclusive: Have a board with exclusive to Pinterest events showing sneak
peek deals for example on Cyber Monday or Black Friday. Have a board with one
of our spokespeople and post exclusive pictures.
All of our social media platforms should work together and off of each other. We
will utilize all Facebook, Twitter, Snapchat, Instagram and Pinterest to showcase our end
41
of school year sale, 4th of July (all American), campaign, back to school sales,
WranglerU tour, with overlapping engagement pictures of students on campus and events
we are involved with such as the CMAs.
Events
The methods that are in the form of events and special sales will be the Street
Team which will focus on interaction to draw attention to the brand. These events will
run from July to the end of December and will focus on holidays, back to school, campus
tours and the CMAs.
Kiosk
These are small stands that can be built and moved whenever needed. For this
campaign, they will be used as the direct points where the wrangler image will compose
the majority of its events. The kiosks can also be used as information centers for the
public about the brand or the events taking place. These kiosks will be at any stopping
point for the events and function as a guide for the participants. Electronic Kiosks can
also be created to promote brand sales by having games and other media connections.
The areas that these kiosks can be placed are:
1) Malls.
Kiosks will be constructed in malls in order to attract a large range of people

within a small space. For this campaign it is important that these malls be
specifically selected by closeness to universities in order to focus on the
younger age demographic sought.
These will be simple booths designed to a Wrangler image or theme, and will
hold small events as well as sell the organizations jeans.
42
People will be able to try on jeans and may win a mall coupon or gift card just
for trying them on and reflecting on them.
Music and promotions such as giveaways.
2) Campus tour.
Will be a point of reference during these events for students.
3) Public Areas.
These will be smaller promotions rather than large ones because of the amount
of people who will be involved in the course of the day.
This event may need to focus on an issue rather than just giveaways. This
kiosk can be used to promote an idea or message of Wrangler. Compare
Wrangler Jeans to a competitors, conform a test that the people on the street
can then preform. Do something that has music or a strange theme to attract
audience perception.
Campus Tours
Tours devoted to getting close with the target audience by placing the Wrangler
brand in their campus. This will be done during some campus event that will ensure
student participation without invites from Wrangler itself. These will be held during the
September and October months and primarily Friday through the weekend when students
are more likely to be free of obligations. The colleges that will be on the tour route are:
Ohio State University, University of Texas at Austin, University of Nebraska, Michigan
State, University of Michigan, University of Colorado, Drake University, and Kansas
University. These areas generally have a large population of the target age demographic
as well as those who would be most interested in wearing jeans as a whole.
43
Methods.
Wrangler Logo MascotsThe university mascots will wear the Wrangler

logo on their clothing in some form to support the image. Employees working
during the event will wear these as well as to direct attention to them as the
main forms of communication during the event.
Social MediaThe campaign will use the hashtag #WranglerUTour on its

social media pages to promote the event as well as give information on
participation and promotions. This will appear on the Facebook, Twitter, and
Pinterest pages for the Wrangler brand. People will be offered to participate
through these posts about the events that will be happening and what types of
prizes could be won.
Events.
Scavenger Huntpromote the wrangler name by having students participate

through seeking events. Give clues to the students, each item that they find
must be attributed to the wrangler logo or the jeans themselves. During this
event, each clue will be a person who has the item along with the next clue in
their Wrangler jeans. This allows the students to directly seek out the jeans
themselves in order to become familiar with them.
Denim Art ContestDraw out specific groups on campus by focusing on their

special traits. In this event the school will focus on the students of the art
department. Each student will pay a small fee to participate, however this
portion of the event will connect to a charity to which the money will be
donated. A small prize, such as a bag with tickets, gift cards to a Wrangler
44
store, or other items will be given to the winner. This will raise the likelihood
of participation not only from those who approve of the cause but from the
students who want the prize as well. In this event, the students will receive a
pair of Wrangler jeans that they must transition into a piece of art of their
choosing. The pieces will then be judged and a prize given to the favored.
Kiosk on TourA sponsor of the Wrangler brand, celebrity or other, will be

posted at a kiosk to do autographs. The method of this event is to get people to
want to own a set of Wrangler jeans and connect them to the celebrity. In this
Kiosk, the students will receive autographed pieces of denim (or a pair of
Wrangler jeans themselves) that are signed by the celebrity. They may also
take photos with the celebrity, who must be wearing Wrangler jeans and
brand.
Jean LotteryIn this event the participants will go to one of the designated
kiosks that are selling Wrangler jeans. The students will be able to purchase a
pair of jeans for themselves to keep. However, in a few pairs of randomly
selected jeans will be a pair of tickets to a popular event. This can be time
stamped to give out different tickets during certain times, such as having a
concert ticket lottery from 4 to 5 pm.
CMA Sponsorship
The Country Music Awards celebrates country singers and broadcasters.
Sponsorship is a good way to gain credibility in the market as well as put the brand name
out to the public. While sponsoring the event will have a cost, the attention the event
causes may be worth more in matter of who sees the brand than other advertisements,
45
which saves money. The demographics that we are trying to reach in this campaign are
the millennial age group, which have been separated into two groups, hipster and country.
Sponsorship of this event will create a vast coverage over the country
demographic. Wranglers can take advantage of having a target market for the jeans at
this one event. It is important not just to sponsor the event, but to use it to interact with
the market.
Methods.
Have a celebrity promote the productThe celebrity will display the product
in use rather than simply promoting it. People who focus on celebrities often
mimic trend and brands that they promote. Make sure that those attending are
informed that the brand is Wrangler through the celebrity. Having them
announce Wranglers events or just thank the brand for doing an event for the
public can do this.
Get Wrangler image on the CMA websiteThis will ensure that the Wrangler
brand is a designated sponsor. There will be other businesses attending the
vent with similar interests and looking to form partnerships. Other businesses
or markets will be on these sites researching who is involved and how. This is
a great way not only to spread to the target market but may work in favor of
business relations among the market.
Keep social media updated on eventWrangler should make sure to promote

the CMAs and the specific wrangler events on its media platforms. Interact
with the event and the social pages by holding promotions on the websites.
The Wrangler Facebook page can have a contest or drawing for tickets to the
46
show. This will not only solidify the sponsorship, but get people to participate
in Wranglers social pages (Make them like Wrangler page).
Make image knownAs a sponsor Wrangler should make sure that its image
is at the event. This includes and information books given out, on wall
decorations, and any bags from the event that hold items (buying something at
a stall, bag they put items in). These should draw people to the brand and the
kiosks set up to get more interaction with other events happening.
Events at CMA.
Wrangler brand in gift bagsAttendees of the CMA event will receive a gift
bag for the event. This bad can told small tokens or items that designate the
event as a whole, but the bag must contain an item specific to Wrangler.
Wrangler KioskSet up a kiosk at the event to sell products, attendees who

see the product on a celebrity will seek these out, especially if it is the same
item.
Back to School/4th of July Sales

Back to school sales are a major time to sell clothing products. During this time it
is important to place the brand in areas where students in the demographic can see it.
Wrangler is involved with many stores selling its brand, focus on these stores and have
specials to draw in customers. This section of the campaign will be completely based on
social media by simply alerting the target market that the sales are taking place.
Holiday Season
The holiday period in the campaign will be November 15th through December
26th. During this time period there will be basic holiday sales as well as coupon options
47
for customers. This time period will include a special discount event on Black Friday that
will be advertised on social media as well as in the sales advertisements for the specific
stores that sell the brand.
Evaluation
We will measure all online media through impressions, click-through-rate.
Campus tour and kiosks will be measured through jean sales, and hashtag interaction.
The overall goal will be to improve jean sales by 20% year over year.
Conclusion
Focusing on our key publics and the goals and strategies that have been created,
this campaign hopes to increase sales and brand awareness through mass interaction. This
campaign provides a timeline and basis for which these key publics can be reached as a
whole rather than trying to influence them individually. By taking the brand to these
areas and events where these publics are sure to congregate, it can be assured that brand
will be impressed. This campaign appeals to the millennial target because it works to
interact alongside the groups values of importance. To achieve our goal we implemented
several strategies that interact not only by forming specific brand events, but working in
partnerships with others. The brand will interact through, games, promotions, and simply
being at these events. Special sales during the holiday season will promote purchasing
which will increase brand loyalty and awareness. The main focus of this is to get the
concept that Wrangler jeans specifically are worth seeking out than any other brand for
reasons of comfort, style, and social importance. The campus tours will embrace the area
of the demographic that usually is given freedom of purchase. These tours follow along a
line of colleges where jeans are considered a staple of the wardrobe and thus will focus
48
on changing the opinions of these students about the brands they wear. By sponsoring the
CMAs the brand achieves status as a commercial seller as well as ties its image to
popular culture. This campaign will also promote interaction not just with clients but also
gain awareness of the brand to other businesses that may be interested in forming
partnerships.
49
References
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https://about.twitter.com/company
AD Specs. (n.d.). Retrieved December 10, 2014, from
https://sites.sonypicturestelevision.com/psnadvertising/ad-specs/
Brumley, J. (2014, February 4). Facebook Users Are Getting Older ... and That's a Good
Thing | InvestorPlace. Retrieved December 10, 2014, from
http://investorplace.com/2014/02/facebook-users-demographics/#.VICE0NEtCpo
Business Insider. (n.d.). Retrieved December 10, 2014, from
http://www.businessinsider.com/
Carlisle, S. (2014, May 6). Digital Media and Millennials - TFM&A Insights. Retrieved
December 10, 2014, from http://tfmainsights.com/digital-media-millennials/
Dua, T. (2014, October 21). Millennial media-consumption habits explained, in 5 charts Digiday. Retrieved December 10, 2014, from
http://digiday.com/brands/millennial-media-consumption-habits-debunked-5charts/
Hulu Advertising. (n.d.). Retrieved December 10, 2014, from
http://www.hulu.com/advertising/
Hulu Statistics. (n.d.). Retrieved December 10, 2014, from
http://www.statisticbrain.com/hulu-statistics/
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Kurz, C. (2013, May 24). Getting Millennials Going: Interests, Hobbies and Activities.
Retrieved December 10, 2014, from
http://vimninsights.viacom.com/post/61814482294/getting-millennials-goinginterests-hobbies-and
Millennials & Entertainment. (2014, March 1). Retrieved December 10, 2014, from
http://www.verizondigitalmedia.com/content/verizonstudy_digital_millennial.pdf
http://www.marketingcharts.com/television/what-do-millennials-like-to-do-withtheir-free-time-29750/
Millennials Are Suburbanizing, While Big Cities Are Having a Baby Boom. (2014, June
27). Retrieved December 11, 2014, from
http://www.forbes.com/sites/trulia/2014/06/27/millennials-are-suburbanizingwhile-big-cities-are-having-a-baby-boom/
New SDL Study Shows Millennials are 56 Percent More Likely to Discover Marketing
Content on Social Networks than Via Search Engines or Email | SDL. (2014,
March 19). Retrieved December 10, 2014, from
http://www.sdl.com/aboutus/news/pressreleases/2014/new-sdl-study-showsmillennials-are-56-percent-more-likely-to-discover-marketing-content-on-socialnetworks-than-via-search-engines-or-email.html
Pandora: Online Radio. (n.d.). Retrieved December 10, 2014, from
http://www.mediaplussea.com/pandora-online-radio/
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Smith, C. (2014, November 6). By the numbers: 37 Interesting Pandora Statistics.

Retrieved December 10, 2014, from
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Smith, C. (2014, October 28). By the numbers: 60 Amazing Google Search Statistics and
Facts. Retrieved December 10, 2014, from
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Spotify: Demographic profile by age in September 2011 | Statistic. (n.d.). Retrieved
December 10, 2014, from http://www.statista.com/statistics/203434/spotifys-usdemographic-profile-by-age/
What Do Millennials Like To Do With Their Free Time? (2013, May 23). Retrieved
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Appendix A
This info graphic shows the history of Wrangler Jeans.
Appendix B
Appendix C
53
This map shows the areas in South America that Wrangler Jeans are available.
Appendix D
This map shows locations worldwide that Wrangler Jeans are available.
54
55
Appendix E
This table shows survey respondents age.
Appendix F
This table shows survey responses for what respondents thoughts of their own style.
56
Appendix G
This table shows survey responses for things consumers look for when purchasing denim.
Appendix H
This table shows survey responses for brands that were easily thought of by respondents.
57
Appendix I
This table shows survey responses for brand identification.
Appendix J
This is an example social Media, SEM and online streaming advertisement.
Appendix K
This is a summary of our media plan that illustrates media type, media vendor,
budget breakdown, and campaign time periods.
58

Wrangler Campaign Paper

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Running Head: Wrangler Outreach Campaign

Wrangler Outreach Campaign

Wrangler Outreach Campaign

Street Team Campaigns

Wrangler Outreach Campaign

Wrangler Outreach Campaign

Wrangler Outreach Campaign

Wrangler Outreach Campaign

Headquarters located in Greensboro, NC

Wrangler Outreach Campaign

EMEA Region (Europe, Middle East, Africa)

Area of focus for sustainable growth

Wrangler Outreach Campaign

Wrangler Outreach Campaign

Wrangler Outreach Campaign

Wrangler Outreach Campaign

Use of new media to reach consumers

Considered working/cowboy jeans

Decreasing shelf space for mass

Wrangler Outreach Campaign

Wrangler Outreach Campaign

with no intention of working in them. Country is not a lifestyle to these people as it is to

Wrangler Outreach Campaign

Wrangler Outreach Campaign

1. Increase awareness among consumers between the ages of 18-25.

Wrangler Outreach Campaign

They are the largest population in the country.

Millennials are urbanizing.

This becomes increasingly relevant when we look at our Mainstream

Wrangler Outreach Campaign

81% use Facebook weekly

48% use Twitter weekly

40% use Instagram weekly

39% use Pinterest weekly

27% use Snapchat weekly

Wrangler Outreach Campaign

As for television, it is still a highly enjoyed pastime of the average Millennial.

Wrangler Outreach Campaign

We asked our respondents to describe their personal style, what is important in

Wrangler Outreach Campaign

Wrangler Outreach Campaign

Wrangler Outreach Campaign

Wrangler Outreach Campaign

Wrangler Outreach Campaign

1. Host an event during the Country Music Awards in

Wrangler Outreach Campaign

i. Place ads on the Google Display network, SEM, social media

Wrangler Outreach Campaign

ii. Recycled denim drive/creation

Wrangler Outreach Campaign

aligns with the target demographic of each key millennial

Wrangler Outreach Campaign

Wrangler Outreach Campaign

Align with related brands (sponsors, events, brand ambassadors, media

Align with similar lifestyle in creative strategy

Be more active at events where our target demographic is present

Align with related brands (sponsors, events, brand ambassadors, media

Align with similar lifestyle in creative strategy

Be more active at events where our target demographic is present

Hipster/Skaters (contemporary subculture)

Wrangler Outreach Campaign

Align with related brands (sponsors, events, brand ambassadors, media