Rag & Bone
An integrated project between creativity and media planning to support Rag & Bone in expanding into new European markets.
- Fashion
Objectives
In 2024 Guess acquires the brand Rag & Bone, a premium brand born in New York in 2002 and known for its contemporary and streetwear-oriented style.
In October 2025 the brand decides to expand its presence in Europe through the launch of the new European e-commerce. The main challenge was to build awareness in markets where Rag & Bone was still little known, turning the site launch into an opportunity to increase visibility, consideration, and qualified traffic.
In this context, Webranking supported the European launch of the brand by working on the visibility and digital enhancement of the main communication activations.
Approach
Webranking has developed an integrated strategy involving the ADV team and creative team, working in close synergy with the client and the partner WE ARE ERA for managing the creators.
The priority countries identified were Germany and the Netherlands, markets where most of the media investment was concentrated. To support the European launch of the brand, a digital amplification strategy was designed for the events organized in Amsterdam and Düsseldorf, through the involvement of selected influencers aligned with the brand positioning.
Subsequently, on the occasion of Black Friday, a second communication phase was activated focused on creators and promotional content, with the aim of increasing consideration and traffic to the e-commerce.
To give visibility to the brand also in the Italian market, Webranking also developed a dedicated strategy on the occasion of Rag & Bone's participation at Pitti Uomo, integrating the brand's trade fair presence with influencer marketing activities and supporting digital campaigns.
The media strategy combined Meta and TikTok campaigns, Search & Social activities, and programmatic amplification on YouTube, Netflix, and Premium Selection. All content produced by creators during events and activations was also enhanced through advertising campaigns with awareness and consideration objectives and a strong focus on the traffic generated to the new European e-commerce.
Results
Overall, the activities generated an increase of 750% in traffic to the European e-commerce during the campaign period. Already in the first weeks of activation, the comparison between the period before the launch of the initiatives and the following campaign weeks showed growth exceeding 900%, confirming the ability of the awareness activities to generate a concrete impact on traffic and digital performance.
Besides the media results, the project demonstrated the effectiveness of a highly integrated approach between creativity, influencer marketing, and ADV planning. The synergy between the creative and media teams, combined with coordinated management of events and creators, allowed the development of activations consistent with the brand's positioning and particularly appreciated by the client, consolidating Rag & Bone’s digital presence in the new European markets.
+750%
EUROPEAN ECOMMERCE TRAFFIC INCREASE
