Blue Delta Jeans, a bespoke jeans brand based in Tupelo, Mississippi, has seen tremendous success regionally and (nationally) through corporate gifting sales — companies buying large amounts of product for swaths of their own employees, partners, or customers. These sales are large and lucrative but require high-touch relationships from Blue Delta's sales team. Seeking to bolster their direct-to-consumer sales by building awareness of the brand and driving this new audience to purchase online, they approached our team to develop their first national campaign.
Blue Delta jeans are special — they don't exist until you order them and are measured. Then a pattern tailored to your exact dimensions is precisely drawn, cut, and sewn together, complete with a range of customization options. No two people are alike, and no two pairs of Blue Delta jeans are alike. With this as our north star, my creative partner and I crafted a campaign which celebrates the uniqueness of every individual who wears the pants, and the small touches and features included, tailored only to them. The jeans truly are One Size Fits One.
No two people are alike, and no two pairs of Blue Delta jeans are alike.
Knowing we had an overwhelmingly male audience, we wanted to feature a range of talent in the ads, so every man would see someone with whom they could relate. From a world-champion duck call artisan, to a famous country-western musician, to a billionaire CEO, to the master distiller at a top bourbon distillery, to a best-selling author and on-air personality, to one of the best college football coaches in the country, to the legendary actor Mr. Morgan Freeman himself1, our campaign spearheaded by video and print executions had something for everyone.
The campaign, which ran in GQ, Esquire, Garden & Gun, Golf Digest, Vanity Fair, and more was a large success, driving a massive 164% increase in site traffic, 560% growth in email subscribers, and ultimately a 70% revenue growth in Blue Delta's D2C business.