THE PROBLEM

BEING A JV BRAND IN THE MCRAE INDUSTRY CATALOG, WE NEEDED TO MAKE LAREDO APPEAR LARGER THAN LIFE AND MAKE IT STAND OUT FROM THE UMBRELLA OF BRANDS IT FELL INTO

THE IDEA

CREATE MORE RELAXED AND CASUAL MEDIA, FOCUSING ON CURATING AN ATMOSPHERE AND BUILDING OUT HOW YOU FEEL WHEN YOU WEAR LAREDO, RATHER THAN FOCUSING ON THE CONSTRUCTION OF THE BOOT

THE EXECUTION

MULTI-YEAR LONG EXECUTION OF MONTHLY, SEASONAL, AND MINI CAMPAIGNS UNDER THIS PHILOSOPHY

THE OUTCOME

YOY SOCIAL GROWTH OF 55% AND THE CULTIVATION OF A STANDOUT BRAND