Campaign details

Brand: Wrangler
Agency: French | West | Vaughan

Wrangler has a long history of using the platform of popular music to embrace a new generation of fans, staying true to its Western heritage while capturing theessenceof the stars that created an era of groundbreaking music, culture and style. The lyrics WRANGLER ON MY BOOTY captured the ears and hearts of mil lions and solidified the brand as a leading inclusive apparel company worldwide after rapper Lil NasX re-released his hit, "Old Town Road" as a remix featuring American country singer Billy Ray Cyrus in April 2019. The single landed in the number one spot on Billboard Hot 100 for a record-breaking 19 consecutive weeks, and all the hype led Wrangler to capitalize on the famous lyrics through the release of a limited-edition Lil Nas X-inspired capsule collection. Within a lightning fast period of just 10 days French West Vaughan collaborated with Mother NYC to execute a fully integrated marketing campaign that was creative and strategic, and propelled Wrangler into the global spotlight, leading to a viral phenomenon resulting in 2B+ earned media impressions, 16.7M social impressions, 1.7M social mentions, 133K public content engagements and 11.3K new social media followers, and an apparel collection that was sold out and restocked many times over.

Description Assignment