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%
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
Our Work
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