Big Fuel, a full-service marketing and communications agency with a focus on branded content and social media, has launched an innovative new website for The Stetson Hat Company. Millions of consumers know the Stetson brand for its signature western hats and dress hats along with fragrance, apparel, footwear and eyewear. Stetson is an iconic American brand, and the new site has been designed to highlight the brand's traditions, history, and social identity.
The site dynamically pulls content from popular social networks to showcase how the brand is woven into the fabric of American culture to create the Stetson "American Quilt." Additionally, the application continues to bring to life the Stetson "Made of America" positioning by asking visitors to contribute their own stories, photos and videos to the Quilt. "Every Stetson has a story. Generations of people have created memories to last a lifetime while wearing our hats and other products," said Pam Fields, CEO of Stetson. "The new website allows us to engage with consumers and provide them with a forum to share their stories and love of the brand." In addition to joining a lively community at site visitors have the opportunity to participate in contests and members-only promotions, including the chance to win a $500 Stetson wardrobe. The new site also features photos and descriptions of the brand's entire line of products, a retail locator and "share" functionality.
"Our strategy in designing and developing the Stetson website was to build on the fact that Stetson is, and always has been, a big part of American culture. Their products naturally exist in social media through the lives of every day Americans. They truly are 'Made of America' and what better way to showcase that than through consumer generated media," said Avi Savar, CEO of Big Fuel.
"Social media is a channel built on human stories - moments that are captured in photos, videos or conversations. In this case we are pulling from those human stories to tell a compelling product story," added Holly Pavlika, Executive Creative Director, Big Fuel.
"Big Fuel's experience in social media was the right fit for this experience, which we believe will quickly become the envy of the apparel marketplace," continued Ms. Fields. "Building on their creative and technical savvy, Big Fuel also had the right knowledge, experience and creativity to help us navigate a complicated licensee and retailer network."