Mack Weldon Comfortable Anywhere

SHIFTING THE FOCUS TO AWARENESS

After sustained evolution in Mack Weldon’s marketing strategy, it became clear that the next step would be to expand the aperture and focus more intentionally on growing brand awareness. Through ongoing advocacy with leadership, we ultimately created a brand campaign to continue spreading Mack Weldon’s message of providing comfort, anywhere.

Insight: Confidence is elusive. Especially in the moments you need it most. Mack Weldon is a menswear brand that makes timeless apparel with modern, thoughtful details that make the wearer feel amazing. Guys don’t imagine that what they wear could be a secret source of confidence. The goal was to focus entirely on an emotional, compelling brand message, eschewing the typical DTC approach of being very product-centric and focusing on short term sales.

Idea: Comfortable Anywhere. With this campaign, we are showing that guys who wear Mack Weldon are undeniably the type of guys who have a confidence that can’t be faked. We see our guy in two highly uncomfortable scenarios: a job interview, and a first dinner with his partner’s parents. In each, he rises to the occasion, through an unexpected performance. Mack Weldon is the secret to unlocking confidence.

This brand campaign established an ongoing platform for Mack Weldon. The brand is continuing to prove out through its brand activity over time, just how many uncomfortable scenarios can be made better, and more confident, with Mack Weldon apparel.

Outcome: The campaign established an ownable and differentiated role and message for Mack Weldon in a competitive category. The brand continues to leverage the same brand idea a year later. The campaign has continued to run in TV & streaming, and throughout the time period has driven a statistically significant increase in brand awareness.