MARKETING

U.S. Army Brand

WHAT IS IT?

Partnership between U.S. Army and Authentic Apparel showcasing Dwayne "The Rock" Johnson to pilot a men's casual apparel line, thereby funding support for military families

HYPOTHESIS

Dwayne Johnson's large following on social media combined with the offer to "do good" would lead to a sales conversion rate higher than the U.S. average of 2%

Diagram9b

OUTCOME

Consistent growth of Dwayne Johnson's social media presence and the opportunity to support military families led to a conversation rate that surpassed sales goals

4%

Conversion rate

USER BENEFITS

Purchases benefited soldiers and their families; consumers wore an inspirational brand that embodied patriotism, multiculturalism and diversity

PARTNERS INVOLVED

Logos@3xs

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US ArmyCampaign to spur sales of a clothing line inspired by Dwayne Johnson

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+1 917 842 0364

+1 917 842 0364

110 E 25th St, New York, NY 10010

110 E 25th St, New York, NY 10010