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