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   Turbo-charged media relations
   Consumer/Wrangler/The Americas/French/West/Vaughan

Challenge

Through a long-standing relationship with VF Corporation - a $9 billion apparel and footwear powerhouse and the leading apparel company in the world - and as the Wrangler® brand's agency of record for nearly 20 years, French/West/Vaughan has secured informative and compelling media coverage for a multitude of Wrangler product lines, ranging from traditional western apparel to hunting and fishing gear to mainstream fashions. Managing media relations, grassroots and word of mouth marketing, sports and event marketing, product placement, and most recently social advertising and digital engagement, FWV has helped brand sales grow from $500 million to more than $3 billion in 2012.

Response

Following years of public relations and sound media coverage, FWV swiftly put Wrangler on the map of social networking sites, garnering award-winning results, with a proven integration of traditional media relations and social media interaction. FWV has positioned Wrangler as the authority on rodeo and western lifestyle within social media, with an objective of bringing timely industry news and engaging content to Facebook users with like-minded interests.

By sharing and encouraging passion-based communication and stories, FWV executes an ongoing comprehensive content plan to tap into celebrity endorsee networks, include high value promotional offers via sweepstakes and giveaways, and provide real-time behind-the-scene event reporting. By focusing on and supporting the lifestyle, Wrangler engages a growing and captive audience of brand evangelists.

Results

Starting with a non-existent presence in November 2009, the brand has topped more than 1 million fans on Facebook and continues to experience high fan interaction and engagement. Brand-created content currently generates 7.2 million weekly impressions online, and earned media placements has Wrangler showing up in top national publications including the Associated Press, Family Circle, CNN, ABC's "World News Tonight," USA Today, People Country magazine, Redbook, Woman's World, Lucky magazine, and InStyle.