The denim brand has hired digital agency Airlock to handle its activity across Europe, the Middle East and Africa, including the creation of a social-media strategy.
According to Adam Kakembo, marketing director for Wrangler EMEA, the company is keen to reach out to web users with a 'passion for fashion'.
Wrangler, which is owned by clothing company VF Corp-oration, is running a spring/summer campaign called 'We are animals'. The ads, created by French agency Fred & Farid, feature humans 'getting in touch with their instincts'.
The brands drive in social media follows on from rival, Levi's, which launched a campaign in March. The brand strategy is a modern take on its heritage and uses 18 contemporary craft workers across outdoor in London and national print ads. Each craftworker has an online profile on a designed campaign website, and uses are prompted to follow the workers through their online blogs.