Our strategy was simple. To become fans of their fans. Via a ‘field-to-field’ approach, ZWO developed an on-the-ground collegiate-wide ambassador program within key regions across the US. By arming students who love the Game brand with promotional tools, events, social media campaigns and incentives, not only were we able to employ a relevant workforce, but we were able to move the needle in person, in real time, via an authentic brand voice across all qualified customer touch points in a scalable format.
Increased sales at Ambassador schools, in one year, by over
Selected for the
in bookstores and signage opportunities through meaningful and supportive relationships with store managers
American Thread brand and messaging attracted
Minor League Baseball and the branches of the military
From naming to identity, The Game’s American Threads branding was born with a lot to say.
Going head-to-head with some of the biggest names in athletic brands meant starting a new kind of conversation. From the field to the frat parties, we targeted campuses across the country and armed students in our ambassador program with everything they needed to hit the ground running in every direction. And it was game on.
Through meaningful relationships with the campus bookstores, we secured prime interior real estate for customized signage (and sales).
American Threads wanted in on the American-made conversation so we put them in ESPYS Swag Bags and pitched stories with student publications everywhere. When Made In America Movement picked American Threads clothing as one of their top recommended holiday gift ideas, we knew people were talking.
We supported campus bookstore marketing teams on and offline with branded graphics, ads and continuous in-store promotional opportunities.