Dive Brief:
- The Wrangler denim brand is now acting as a sort of publisher through its popular Western lifestyle website wranglernetwork.com, according to reporting by The Wall Street Journal.
- Wrangler Network, which launched three years ago, features country music and rodeo content and news, and receives around 1 million monthly visitors — a number that's attracted the attention of advertisers like the cooler brand Yeti and MGM Grand.
- The Journal reports that a company spokeswomen said the site's ad revenue jumped 100% from 2015 to 2016, and Craig Errington, vice president of marketing communications at Wrangler, said some of its yearly ad deals are as large as hundreds of thousands of dollars.
Dive Insight:
What began as a simple content marketing effort to raise awareness for Wrangler has grown into a lucrative side project capable of standing on its own. In an era where simply selling a line of products isn't enough for some digitally-conscious consumers, brands are finding that providing entire lifestyle experiences can be a strong way to build out loyalty, engagement and, in Wrangler’s case, advertising revenue.
Under Armour is another apparel brand taking a similar approach by offering up content like fitness platforms, meal-planning apps and personalized stores. By integrating into more aspects of consumer life, brands like Wrangler and Under Armour can better forge emotional connections, which may become a bigger focus of marketers' attentions headed into next year.
Wrangler has also been actively working to improve the Wrangler Network’s offerings. Most recently, the brand launched a partnership with Universal Music Group Nashville to live stream a George Strait concert, and other content, such as acoustic performances by UMG Nashville artists and lifestyle features of current and up-and-coming country music stars, are upping the site's variety.