When Lil Nas X, a young black artist, had a viral country hit with the song “Old Town Road,” the gatekeepers of country music didn’t welcome him. Country Music Billboard removed him and his hit song from the charts, saying it wasn’t “country enough.”
We disagreed. So we brought a brand with well-established country credentials into the conversation. We partnered Lil Nas X with Wrangler jeans, a controversial move that invited this perceived outsider into authentic country culture, and told the world that Lil Nas X is “country enough” for one of the most iconic cowboy brands in America.
The partnership included a Wrangler X Lil Nas X capsule collection, which sold out and was restocked multiple times.
We launched the partnership with WranglerOnMyBooty.com, a mobile experience that invited owners of Wrangler jeans to scan their Wrangler booties to unlock exclusive content from the just-released “Old Town Road” music video. Over 26,000 people scanned their booties within the first 48 hours.
Suddenly, a traditional, western brand was being celebrated and defended by an entirely new consumer base. Tech, news, business, fashion and cultural publications covered the various dimensions of the campaign. And the old gatekeepers of country didn’t stand a chance.
But the press coverage was overwhelmingly positive. And for a brand that has strongly Southern, conservative associations, it was a bold move that signaled a new era of modernization and inclusivity.
It’s worth noting that in just under four weeks we had concept, buy-off, tech development, collection design, production and final release, all with in a super tight budget.
Results
Earned media value estimated at 150 x investment.
Spike in traffic and purchase on Wrangler.com, 90% of which was from first time buyers.
Sustained increase in social followers, social mentions, and search activity around the brand.
Selection of Press
Adweek, Lil Nas X’s ‘Wrangler on My Booty’ Line In ‘Old Town Road’ Is Now a Branded AR Experience
BET, See The Epic Clapback Wrangler Delivered To Country Fans Upset About Their Collaboration With Viral Star Lil Nas X
Bustle, Wrangler’s Lil Nas X Collection Proves Anyone Can Go To The Old Town Road
Mobile Marketer, Wrangler cashes in on 'Old Town Road' with scannable denim
I was the Creative Director on this project.
Credits
Creatives: Lauren van Aswegen, Alex Maleski
Design Director: Matt Van Leeuwen
Designer: George Lavender
Strategy Director: Thomas Henry
Strategist: Shyam Mervana
Account Lead: Jonica Reed
Producer: Katie Nickles
CCO: Corinna Falusi
Agency: Mother New York