RENT THE RUNWAY:
“THE WORLD IS YOUR RUNWAY”
Capturing fashion’s post-pandemic mood
Leverage the first “post-pandemic moment” in 2021 to reengage lapsed customers and attract new renters looking back into the world to restart their lives and make up for the lost time.
The Challenge
The brand’s data sets showed that not only were subscriptions being reactivated, but what was rented was radically different. A less formal and energetic sensibility was taking over - a desire to defy the negativity with optimism.
The strategy
“The World is Your Runway” showed how when women change their clothes, they can — and do — change their lives. Showing up across OOH, digital and social, the Rent The Runway ambassador community built on the idea with their own versions of the World Is Your Runway on social. Lower funnel tactics drove subscriptions and acquisition with specific pieces to rent.
The Idea & Execution:
The campaign captured the cultural mood driving o +20% increase in sessions and a +15% in transactions. Driving 7 points lift in aided awareness compared to 2019. The campaign helped to upsize its IPO price to $21 to prove the brand’s viability to growing audiences.
The Result:
Celebrating a denim Icon and finding purpose in a pandemic
Wrangler is a 75-year-old business with global ambitions. The campaign, working with Heidi Bivens and Orville Peck, connected the cowboy spirit of courage, with the moment at hand. A global treatise to celebrate ‘The Ride of Life’.
