Stetson Legend Cologne
Stetson Legend Cologne
The Client
41,172,079
Total impressions
178,840
Total clicks
5
Digital platforms used
Stetson is best known for its cowboy hats, but that’s not all the iconic name stands for anymore. These days, it’s a growing lifestyle brand that also includes colognes, grooming products, boots, jewelry, apparel and more.
Promoting cologne through a new partnership with a famous actor
To launch a new promotion for Stetson’s increasingly popular colognes (Original, Legend and Spirit), the brand partnered with Luke Grimes from the hit TV show “Yellowstone.” His tough on-screen persona was the perfect fit to launch a full digital campaign supporting that partnership to drive sales at Walmart, Stetson’s biggest retail partner.
Adjusting to help supply match high demand
Some Walmarts had difficulty keeping the cologne in stock, so we had to adjust our targeting to only serve people within markets that still had Stetson cologne stocked in their local stores. We got a list of stores with availability and adjusted our targeting to just the zip codes where the product was available. We were also unable to set up tracking pixels on Walmart’s website, so we only captured traffic and couldn’t optimize for conversions.
Selecting five digital media platforms
We used five platforms for the digital-only campaign:
Instagram
TikTok
YouTube
Google Search
Google Display
Taking advantage of influence engagement
We used some influencer posts as our ad creative for portions of our campaign, though this was not a main focus for us.
Maximizing traffic via Google ads supplemented by social
The campaign ran from January 2023 to December 2024. Since there were two main goals for the campaign, we concentrated on maximizing traffic to Walmart via the Google Search ads and then increased our reach with the “Yellowstone” audience via our social media campaign across Instagram, YouTube and TikTok.
More than 41 million impressions generated
The campaign generated incredible results, with 41,172,079 total impressions and 178,840 clicks.
There’s enormous value in adjusting on the fly
We always ensure we can provide our clients the flexibility they need — in this case, changing our targeting when necessary.
“Our team did a fantastic job adjusting to the cologne stocking issue. That limited the territories we could advertise in, but the change was needed for the overall goal of driving traffic to Walmart.”
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