Case study · Fashion & retail
+162%
Engagement increase across the campaign
+411%
Growth in the target demographic, whilst retaining key existing audiences
4.1x
Target demographic engagement vs. previous activity
4-yr high
Conversion rate, across all channels
Lee and Wrangler are two of the most recognisable names in denim, with a century of heritage between them. But heritage cuts both ways. The brands’ core audience was loyal and mature, while younger shoppers simply weren’t in the conversation.
The brief was delicate: revive the brand for a new generation without alienating the customers who never left. Chase the new audience too hard and you lose the old one; play it safe and nothing changes.
Campaign imagery: Lee/Wrangler.
The approach
Identified new markets. We dug into search data, social behaviour and cultural moments to find where the next generation of denim buyers actually spends attention, and which segments were reachable without a stretch the brand couldn’t credibly make.
Tailored content. Instead of one campaign for everyone, we built content streams for each audience: heritage storytelling for the loyalists, culture-led creative for the new demographic, all unmistakably the same brand.
Focused targeting. Precise audience segments, sharper landing journeys and continuous creative testing pushed the conversion rate to a four-year high, across every channel, not just the new ones.
A brand revived. Week-by-week measurement showed what resonated with each audience, and budgets followed the evidence. The result: +411% growth in the target demographic with the existing customer base intact, growth that compounds instead of cannibalises.
We understand something most agencies don't: winning a new audience means nothing if you lose the one you have.
Stefan Cardwell - TRIO Co-founder
Whether it’s a revival, a relaunch or growth from a standing start, it begins with one honest conversation.