I. CHALLENGE
For more than 100 years, Wrangler has always been associated with workwear. From jeans, to jackets, to shorts, you name it. Over time, we’ve evolved to churning out comfortable clothes that embody the spirit of people who work hard, and are brave enough to be their individual and fun selves. We take pride in knowing that the people who wear our clothes are born ready – that they’re ready for anything. And that they too, are proud to wear our products.
Here in the Philippines, we expanded our product line to undergarments. With each piece of underwear embodying the same quality, comfort, and courageous individuality that the rest of our clothes are known for. However, our men’s underwear collection had our slowest-moving products and we needed to change that. We needed to increase awareness for our men’s underwear line and put our products out there.
For more than 100 years, Wrangler has always been associated with workwear. From jeans, to jackets, to shorts, you name it. Over time, we’ve evolved to churning out comfortable clothes that embody the spirit of people who work hard, and are brave enough to be their individual and fun selves. We take pride in knowing that the people who wear our clothes are born ready – that they’re ready for anything. And that they too, are proud to wear our products.
Here in the Philippines, we expanded our product line to undergarments. With each piece of underwear embodying the same quality, comfort, and courageous individuality that the rest of our clothes are known for. However, our men’s underwear collection had our slowest-moving products and we needed to change that. We needed to increase awareness for our men’s underwear line and put our products out there.
II. STRATEGY
But unlike women who splurge and take pride in their daily underwear, our target market didn’t. These men wear their underwear out. They don’t bother if holes appear and use their undergarments even after the garter bands look like soggy bacon. They only have a few pieces of ‘good’ underwear and use those for special occasions – most especially if they’re going out on a date or celebrating their anniversaries.
We wanted our target market to know that every day should be ‘good’ underwear day. And that our underwear had the same quality as our clothes; they’re so good that you wouldn’t mind if you get caught with your pants down if you were wearing them.
But unlike women who splurge and take pride in their daily underwear, our target market didn’t. These men wear their underwear out. They don’t bother if holes appear and use their undergarments even after the garter bands look like soggy bacon. They only have a few pieces of ‘good’ underwear and use those for special occasions – most especially if they’re going out on a date or celebrating their anniversaries.
We wanted our target market to know that every day should be ‘good’ underwear day. And that our underwear had the same quality as our clothes; they’re so good that you wouldn’t mind if you get caught with your pants down if you were wearing them.
III. EXECUTION
We launched our campaign online via Facebook and YouTube with a video that featured the different kinds of underwear we carried. In the video, we poked fun at our target market’s micro-moment – they only wear their ‘good’ underwear when they’re out looking for love. After which we encouraged these men via social media, to give up the bacon – essentially giving up their old (bacon) underwear for new ones.
The mechanics were simple. All they had to do was watch out for the exchange schedule online, go to the store, bring their old underwear, and they could get a 50% discount on their new Wrangler underwear purchase.
Our digital paid media strategy was to create a programmatic video roll out to better understand the behavior of our consumer online and apply our insights to the social sites they visit the most. Through XAXIS, GroupM’s programmatic buying platform, we found out that males had a high affinity to the video material (194 index vs females at 101). We then crafted our social media approach with this knowledge.
On YouTube, we skewed the media budget towards males in an effort to reach them while they were searching and watching self-help videos – dating tips, interview tips, fitness and gym guides, and sports updates.
On Facebook, since we are able to apply filters for targeting, we targeted both men and women – specifically targeting women who were in relationships (dating and married). So that these women could tell their partners to give up the bacon. Location targeting was also activated to reach our target market who were near our store locations.
We then supported our efforts with in-store promo materials, online articles via FHM, and SMS blasts.
We launched our campaign online via Facebook and YouTube with a video that featured the different kinds of underwear we carried. In the video, we poked fun at our target market’s micro-moment – they only wear their ‘good’ underwear when they’re out looking for love. After which we encouraged these men via social media, to give up the bacon – essentially giving up their old (bacon) underwear for new ones.
The mechanics were simple. All they had to do was watch out for the exchange schedule online, go to the store, bring their old underwear, and they could get a 50% discount on their new Wrangler underwear purchase.
Our digital paid media strategy was to create a programmatic video roll out to better understand the behavior of our consumer online and apply our insights to the social sites they visit the most. Through XAXIS, GroupM’s programmatic buying platform, we found out that males had a high affinity to the video material (194 index vs females at 101). We then crafted our social media approach with this knowledge.
On YouTube, we skewed the media budget towards males in an effort to reach them while they were searching and watching self-help videos – dating tips, interview tips, fitness and gym guides, and sports updates.
On Facebook, since we are able to apply filters for targeting, we targeted both men and women – specifically targeting women who were in relationships (dating and married). So that these women could tell their partners to give up the bacon. Location targeting was also activated to reach our target market who were near our store locations.
We then supported our efforts with in-store promo materials, online articles via FHM, and SMS blasts.
IV. RESULTS
The results were beyond what we expected. In only a month, we garnered a 748% growth in underwear sales alone. A feat attributed largely to the digital paid media campaign that delivered a total of 332,572 post-engagement – exceeding our target by 75%. Our engagement rate was at 5.56% (vs. 1% market rate). Our video delivered 3X the target views, with a 39% view through rate (vs. 15% market rate).
And best of all, there are 5,000 Wrangler Men out there who will no longer mind if they get caught with their pants down. Now they truly are ready for anything.
The results were beyond what we expected. In only a month, we garnered a 748% growth in underwear sales alone. A feat attributed largely to the digital paid media campaign that delivered a total of 332,572 post-engagement – exceeding our target by 75%. Our engagement rate was at 5.56% (vs. 1% market rate). Our video delivered 3X the target views, with a 39% view through rate (vs. 15% market rate).
And best of all, there are 5,000 Wrangler Men out there who will no longer mind if they get caught with their pants down. Now they truly are ready for anything.
