Campaign: 2024 Wrangler gift guide
Objective
Starting in October, execute a full-funnel social media campaign around Wrangler’s 2024 Gift Guide. Harness brand heat built throughout the year to drive more traffic and sales on Wrangler.com during the key Q4 selling period without sacrificing the brand identity or consumer interest. Build a paid media brief to reach the correct consumer targets across the four social platforms: Meta, Snapchat, Pinterest, and TikTok.
Process
Utilizing brand imagery shot earlier in the year, I teamed up with the Wrangler ecommerce team to create a unified cross-channel marketing plan, with my main focus being on all social media channels. Starting in July, we began building the creative and writing marketing briefs.
We identified three distinct phases of the holiday season: self-gifting (October), early gifting (November), and full holiday (Black Friday through Christmas).
Working with the Influencer lead, we also identified opportunities to use two different influencer channels: boosted videos (or Spark ads for TikTok) and a dedicated LTK campaign.
Execution
Following the holiday style guide created by the Digital Designer, I created every single paid social ad creative for the three month gifting period, driving to various gift guide pages to optimize the landing page experience and reduce bounce rates. In addition, I briefed in the paid social agency on a full-funnel media plan, emphasizing the importance of the gift guide while still supporting ongoing special campaigns and collaborations (including ones with Lainey Wilson, PacSun, and Happy Socks).
Collaborating with the affiliate marketing team, we commissioned an LTK creator campaign, utilizing six influencers to drive awareness and traffic towards the gift guide among a largely untapped female audience. To balance out, we separately contracted three male influencers to reach male consumers in a more authentic, organic way.
Results
Driven by full-year improvements in our paid social targeting and campaigns, we saw double-digit increases in revenue and traffic year over year despite dedicating a smaller percentage of dollars towards pure conversion campaigns.
