03 / Wrangler
Musician
Series
Making Wrangler’s authentic relationship with music relevant to a new generation through emerging Australian artists.
My role
Campaign development · Artist/talent strategy · Creative briefing · Integrated rollout · PR partnership · Digital storytelling
Cultural brand building
Product → music
→ culture
→ community.
Wrangler has an authentic relationship with music. The opportunity was to make that heritage relevant to a new generation by collaborating with emerging Australian artists rather than simply marketing product.
I helped revamp the Musician Series, collaborating with the Creative Manager on campaign development and working with PR and creative partners to build stories around musicians and their worlds.
Impact
- 250K+
- Rodeo launch views
- +127%
- Engagement growth
- +60%
- Monthly reach