CASE STUDY: Wrangler

EXCLUSIVE COLLECTION LAUNCH WITH FRED SEGAL SUNSET & FREDSEGAL.COM

SITUATION

Wrangler, a global denim brand, came to AMP3 to help elevate their modern business unit (a small but growing sector for the brand), starting with an exclusive collection launch at Fred Segal Sunset in Los Angeles and online, with approximately 1 month to execute the project. 

CAPABILITIES PROVIDED

Press Kit
Development

Media
Outreach

Blogger
Outreach

Influencer
Marketing

Pitch
Development

Expert
Profiling

Launch
PR

Editorial
Placement

STRATEGY

We worked with higher end media outlets and respected fashion editors to help tell the Wrangler x Fred Segal story ahead of the store’s opening. 

We also conceptualized and executed a celebrity & influencer event at the store itself, featuring an “Elevated Fair” theme, that took party goers through the most notorious decades of Wrangler, to  establish the heritage and fashion authority of the brand. 

For the event & beyond we contracted paid influencers & celebrities to post on social media, enhancing the online visibility of the collaboration, and again, elevate the perception of the brand. 

Following the event, we pursued celebrity & event coverage, as well as continued fashion media coverage of the collection itself to really amplify the impressions on this launch. 

RESULTS

  • Launch event: Over 300+ industry in attendance including 50+ media outlets, 9 paid influencers and 44 unpaid influencers

  • 261 mentions from influencers, with a potential social reach of over 93M

  • Google search volume for “Wrangler” in the Los Angeles area increased 3x during the event

  • Over 30 media hits including: Daily Mail, Hollywood Life, Life & Style, OK! Magazine, The Inquisitr, Variety, ELLE (3x), Just Jared, PEOPLE Magazine, Us Weekly, MR Magazine, Rivet, Sourcing Journal, Uncover LA, Flaunt Magazine, Good Morning La La Land, Just Jared JR, etc

  • Paid influencers including: @SofiaRichie (2 IG Stories, 11M impressions), @DelilahBelle (3 IG Stories, 3M impressions), @Brittany (1 Post + 9 IG Stories, 11.7M impressions), @MrJaxTaylor (9 IG stories, 8.8M impressions), @RockyBarnes (1 IG Post + 10 Stories, 19.8M impressions), @LouiseRoe (1 IG Post + 7 Stories, 5.5M impressions), @TheSaltyBlonde (7 IG Stories, 3.8M impressions), @MichelleTakeAim (6 IG Stories, 3.1M impressions), @MackenzieHunkin (1 IG Post + 9 IG Stories, 222K impressions); *almost all exceeded contractual obligations

  • Unpaid influencers including Francis Kenneth (25K), @ToastToStyle_ (38K), and @ParkerYorkSmith (58K) to name a few, resulting in 197 organic posts & stories featuring the hashtags & tags, generating more than 19,012,715 impressions, and a positive sentiment score of 100%

  • A total of 972,611,563 PR impressions and $89,774,303.85 in PR value

TOP MEDIA PLACEMENTS

TOP INFLUENCER PLACEMENTS