Client
R.M.Williams
Services
Photography
Feature Article
Social Coverage
Email Newsletter Inclusions
Year
2023
Vertical
Fashion
It’s always a special moment when two iconic brands collaborate to create something unique. So when R.M.Williams joined forces with the Wallabies—Australia’s men’s national rugby union team—for a new collection, Man of Many was excited to be involved. R.M.Williams partnered with Man of Many to develop a campaign aimed at enhancing brand visibility and desirability among a targeted audience of fashion-forward men. Leveraging Man of Many’s expansive reach and engagement capabilities, the campaign’s primary goal was to showcase the new collection and position R.M.Williams at the forefront of men’s fashion. Not only did it achieve this, it exceeded expectations, delivering in excess of 1.6 million impressions.
Strategic Insights
The collaboration between R.M.Williams and Man of Many was rooted in the understanding that the modern male consumer is deeply influenced by cultural icons and national pride. The Wallabies Collection, tied to Australia’s national rugby team, presented a unique opportunity to tap into this cultural connection. Man of Many recognised that the key to driving engagement would be to highlight this cultural relevance while also showcasing the craftsmanship and premium quality associated with R.M.Williams. The strategy focused on leveraging Man of Many’s strong male audience base, who are not only fashion-conscious but also keen followers of sporting culture, making them the ideal demographic to target.
Image: Man of Many
Image: Man of Many
Image: Man of Many
Creative Concept
The creative concept for the campaign was to fuse the heritage and rugged elegance of R.M.Williams with the passion and pride associated with the Wallabies rugby team. The campaign was anchored around a visually striking narrative that celebrated the synergy between fashion and sport. Original photography was central to this concept, featuring athletes and influencers donning the Wallabies Collection in iconic Australian settings. The imagery was designed to evoke a sense of national pride and timeless style, seamlessly integrating the brand’s rich history with contemporary sports culture. This was complemented by engaging editorial content that told the story of the collection, amplifying the emotional connection with the audience.
Implementation
The campaign was executed across several channels, integrating a feature article on Man of Many’s website, multiple social media posts on Facebook and Instagram, and targeted inclusions in email newsletters. The strategy involved a mix of organic and paid content, supported by striking photography that captured the essence of the Wallabies Collection. Man of Many’s editorial and creative teams collaborated to produce high-quality content that resonated with the audience, while the social media and email newsletters amplified the reach and engagement of the campaign.
Results & Key Metrics
The R.M.Williams x Wallabies Collection campaign was a resounding success, delivering a total of 1,609,828 impressions. Key achievements include the feature article surpassing its pageview guarantee by 6%, the Facebook article post exceeding its impression goal by 216%, and the Facebook image carousel achieving an impressive 437% increase over expectations. Additionally, the Instagram image carousel outperformed by 190%.
Credits
Photographer: Harry Hayes
Photographer assistant: Rocket Weijers
Stylist: Georgina Kar
Talent: Ilana & Max
Producer: Denise Barnes & Geena Valos
Article Content Creation: Nick Hall
