- Category B2C
- Client Wrangler
- Services Content & Creative Development
Wrangler is an American manufacturer of jeans and other clothing items, particularly workwear. The brand is owned by the VF Corporation, which also owns Lee, JanSport, and The North Face, among others. Its headquarters is in downtown Greensboro, North Carolina in the United States, with production plants in a variety of locations throughout the world.
Indian avatar of the iconic American brand is managed by VF Brands India Pvt. Ltd. With a revenue of USD 3.3bn
- + Content & Creative Development
Wrangler signed on Webenza for digital creative duties for the brand’s flagship event True Wanderer 2016 Webenza replaced a Dutch player to become the strategic creative agency for True Wanderer 2017 providing insights and creative collaterals for the TW contest - #Live2Wander. Webenza also worked closely with the APAC marketing team to finalize the campaign. In the 1st year of our engagement, SOW involved repurposing existing content this engagement grew in the next year to include an overarching communication strategy with new content generation, including Comic strips, Microsites for the #TrueWanderer campaign.
A visually engaging & conversion friendly microsite accompanied by comic-based creative communication. The campaign was UGC led which resulted in high engagement and TG involvement. The selected candidates were given 6 challenges, namely : Capture, Culture, Denim,Nature,Foodie,People.They were asked to share their entries in the form of blogs, films & images. These collaterals were then turned into Creative Assets in the form of GIFs, comic strips, short films etc. These candidates also had to gather votes, while they were on the road , from their friends, family & fans. The people with the highest votes plus judges reviews were selected as True Wanderers for this campaign.
TW 2017 got over 25,000 registrations, 9,000 entries, 1,75,000 votes and 7,00,000 visitors from across the country.