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.

Utilizing branding, creative, publicity and media relations, social media, advertising, trade show marketing, email marketing and sales presentation support, the agency works closely with CORDURA® to bring its brand ethos to life in everything we do. Strategically, we use a unique mix of fabric innovations, industry trends, designer and brand collaborations, product applications and textile mill and brand customer testimonials, including Levis, The Northface, Patagonia and Carhartt, to help communicate the brand’s unique value proposition. Each campaign strategy is tracked and reported monthly to assess results.

Results

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.