CORDURA® fabric is a unique ingredient brand focused on developing the most durable fabric available on the market. It’s used by many top brands such as JanSport®, The North Face®, Patagonia®, Lululemon®, Carhartt® and Dickies® and is trusted by many militaries around the globe.
As the agency of record for CORDURA® brand, Sweeney develops and implements globally integrated marketing campaigns to establish CORDURA® brand as a thought leader, increase awareness and drive sales leads. The target audiences are vast, including horizontal targets – product designers, product managers, textile mills – and vertical targets – military/tactical, outdoor, motorcycle, workwear, everyday wear – as well as consumers. Resources need to be maximized across all target audiences.
The annual campaign produced the following results:
- 2,895 earned media placements and more than two billion media impressions, significantly surpassing the goal of 1.1 billion.
- On social media, the brand received more than 1.5 million impressions and a noteworthy 15,645 Facebook interactions.
- In advertising, Sweeney helped CORDURA® brand surpass its 12-month goal of 1.2 million impressions by four times, with 4,335,499 impressions total.
- Cordura.com received 1,036,893 page views and generated 2,625 leads.