Arizona, California, New York, Texas, New Mexico, Wyoming
Stetson Case Study: Gen Z Rebrand for a 150-Year Western Brand
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challenge
Since 1882, Stetson has been synonymous with the American cowboy and frontier. The name still means something, just not to anyone under 35. The brief wasn't a rebrand; it was a Western brand strategy that opens a door for a Gen Z audience without letting go of the customers who built the house.
solution
Since 2019, ciaooo! Media has led content production for nearly every seasonal Stetson campaign from creative conceptualization through final delivery. We produced their first in-house photoshoot as part of the company's rebrand, and have since built out their photo and video assets for social media, website, and digital ads.
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Working in tandem with Stetson’s marketing team, we work as in-house content partners to create, strategize, produce, and execute.
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Our team handles the entire production from talent search, casting, crew, insurance, permitting, location scouting, usage, inflluencer search, line producing, budgeting, and negotiations.
RESULTS
131%
increase in digital sales within 30 days
20+
photo/video campaigns + events produced
324K
Followers
7+ years
creative partnership
from online to irl
What started as social only campaigns have developed into also producing in person experiences. Building brand community today means also investing in experiential events like at Stagecoach.
the result
A 7-year creative partnership and 20+ campaigns that gave a 150-year-old Western brand a visual language that resonates with a Gen Z and millennial audience, proof that legacy and cultural relevance aren't a trade-off.
Our Story