Campaign: Coastal cowgirl
Objective
As Social Media Manager at Wrangler, one of my duties was to identify trending product stories that fit the brand, our products, and pre-existing assets that the brand marketing team had shot months prior. Once identified, I’d make a marketing plan around that story, using a variety of social media tactics.
In this case, after seeing a couple of our regular influencers mention “coastal cowgirl” as a trend on TikTok, I judged that it was perfect trend for Wrangler - a classic American Western brand.
Process
Once Coastal Cowgirl was identified as a trend the brand could tap into, I went to work combing through our brand photography and products. We had a nautical-themed matching set that season - a happy coincidence - but the rest of the story would need to be filled out by other styles: blues, airy whites, and light denim.
Execution
First came the Instagram Story featuring the brand photography. Using the template I had created for SS23, we created a story that featured photography from a variety of our different sub-brands and combined them into a cohesive story.
After a successful test of this product story in our organic channels, I moved on to paid. Using the same selects as in the Instagram Story, I briefed in a social ad for the Meta platform.
In addition, I worked with my Influencer Coordinator to get an influencer to create an organic-looking ad for us on TikTok, featuring the same product styles featured in the brand imagery.
Results
This campaign served as a proof-of-concept for cohesive brand stories. I ended up presenting this story in the Wrangler.com Quarterly Business Review, resulting in the CEO of Wrangler to approve additional headcount for our team so we can produce more of these type of stories.