Mack Weldon: Summer In The City ft. Kyle Cooke

ENERGIZING THE SUMMER LULL

Historically retail apparel brands see a dip in performance as the summer gets into full swing: people are out enjoying the weather and not shopping. We decided to capitalize on this behavior and take a completely different approach for our summer brand campaign. We leaned into what we knew people were already doing: focusing heavily on content showing summer fun instead of focusing directly on product sales.

As an NY-based brand devoted to making guys comfortable, anywhere, we wanted to prove that with Mack Weldon’s highly breathable, stylish summer apparel, you’d be able to have the best summer ever, even in the hottest, most humid place: New York City. What better way to bring this to life than convince a famously ‘Hamptons guy’, Summer House star Kyle Cooke, that staying in the city is just as fun when you’re comfortable.

We partnered with Kyle and the Rockaway Hotel to bring the idea to life, showing our audience how to summer comfortably with Mack Weldon. The campaign was oriented around Kyle’s personality, creating video content, photography, and leveraging his large cultural presence and online following to make a big impression in the typically-quiet summer months. We also hosted a campaign kick off bringing together additional stars including Jesse Solomon and Amanda Batula.

The campaign energized our brand through the summer creating a major boost in brand awareness (+2%) outperforming all competitors over the same time period, and a significant knock on impact on new customer revenue throughout Q3. Every social post from the campaign outperformed our benchmarks by over 100%, and we drove significantly increased high intent traffic to our site.