Working with a key message of "Jeans that are as tough and hard working as you are." we created a campaign for Wrangler jeans that revolved around the Blue Collar worker, highlighting the romantic and overlooked aspects of America's toughest jobs. We wanted to do so by creating profiles of such hard working individuals, demonstrating the unexpected and unknown elements of the various demanding jobs that made our characters special. 

 

Our hashtag, #WorkWithPurpose, perfectly describes the idea of these jobs as more than just a way to make a living, but something so much more rewarding. A call to action encouraged our desired audience to share their own stories, the tales of the reasons why their job was so important.

 

Through Facebook and our other social media component, Instagram, we wanted to create a community that brought together people who were all very different, but united by the jobs that make them dedicated, hardworking individuals. In this setting we used our hashtag #workwithpurpose, to encourage real people to share their own stories about their crafts, careers, and purposeful work. 

 

Instagram pushed the idea of shared experiences and stories further by featuring these real individuals' stories on the brand’s Instagram page, using our own hashtag, along with many others, to expand the brand’s presence and garner attention from previously untapped markets. Each post featured a portrait of a real person, along with a quote from their story submission.