Growth Marketing Strategy For For New Cowboy Boot Brand

RUJO generated 152M+ impressions from advertising, 22K+ cowboy boots sold from ads, and $5.8M+ in revenue from advertising efforts. Anderson supported the brand with paid media, commercial production, creative design, public relations, market research, reporting, and conversion rate optimization.

Implemented a comprehensive growth marketing strategy to successfully launch and position RUJO Boots in the competitive western wear market.

A/B Testing Branding Campaign Strategy Case Study Competitive Analysis Content Content Production Conversion Rate Optimization E-Commerce Featured Market Research Paid Media Reporting and Analysis Strategy Web Design & Development

Capabilities used

Paid Media Content Production Public Relations

Results at a glance

What results did the project deliver?

The Rujo Boots case study is Anderson Collaborative's record of the western wear and e-commerce strategy, services, and results described on this page.

Last updated: September 2, 2026

ClientRujo Boots
IndustryWestern wear and e-commerce
ServicesMarketing Consultation, Strategic Planning, Full Service Media Planning & Buying, Photo & Video Production, Creative Design, Public Relations, Market Research, Programmatic Display Advertising, Reporting & Analytics, Conversion Rate Optimization, 360 Growth Marketing & Advertising Services
City / marketDallas, Texas

Which metrics show the outcome?

Reported case study metrics
Metric	Before	After	Period
Impressions From Advertising	Not published	152M+	Reported case study period
Cowboy Boots Sold From Ads	Not published	22K+	Reported case study period
In Revenue Generated From Advertising Efforts	Not published	$5.8M+	Reported case study period

Figures reproduce the case study below. Unpublished baselines and periods are marked plainly.

What did we do?

Paid Media
Content Production
Public Relations
Marketing Consultation
Strategic Planning
Full Service Media Planning & Buying

About the Project

RUJO cowboy boots suspended above a Dallas street during commercial production

RUJO Boots is an artisan cowboy boot brand, handcrafted in León, Mexico, and headquartered in Dallas, Texas. Known for their mantra, ‘A Better Boot for A Better Price,’ our team has collaborated with partner agency Nativz since 2018, working behind the scenes to prepare for the brand’s launch in late 2020. We utilized 360 growth marketing and advertising tactics to launch and scale the western wear brand, RUJO Boots.

Cole Feigl has headlined much of the brand’s creative decision-making and nearly all aspects of marketing. Joining forces, Nativz & Anderson Collaborative were hired to launch an aggressive growth marketing campaign seeking to introduce this new brand and penetrate the very hard-to-enter Cowboy Boot/Western Wear market.

Years later, RUJO Boots is a multi-million dollar brand with tens of thousands of loyal fans around the United States. Our growth strategy centered around integrated marketing communications, strong brand identity, sharp commercial production, market research, referral & loyalty programs, multi-channel marketing funnels, conversion rate optimization, and much more.

Today, we continue to grow the RUJO brand to new heights and further acquire market share in western wear (we also like them so much we wear them ourselves as our new go-to cowboy boots).

Client:

Rujo Boots

Product:

Western Wear, Cowboy Boots, eCommerce

Services:

Marketing Consultation, Strategic Planning, Full Service Media Planning & Buying, Photo & Video Production, Creative Design, Public Relations, Market Research, Programmatic Display Advertising, Reporting & Analytics, Conversion Rate Optimization, 360 Growth Marketing & Advertising Services

THE PROBLEM:

BUILD MARKET SHARE IN A SATURATED INDUSTRY

In the realm of fashion and footwear, the cowboy boot market stands as a testament to timeless style and enduring popularity. But for innovators like Rujo Boots, it was a daunting challenge to carve out a design in this saturated market. The main obstacle was to differentiate Rujo Boots in a way that attracted attention, created brand loyalty, created a larger market share among well-established competitors, and engaged customers, encouraging them to adopt brands the other atom in the known state.

THE SOLUTION:

CREATE A BRAND IDENTITY THAT IS WORTHY OF NOTICE

Anderson Collaborative tackled this challenge with a strategic blend of creativity and market insight, aiming to create a brand that would stand out for its authenticity, quality, and Rujo Boots uniqueness. Recognizing the importance of storytelling in brand building, the strategy focused on developing a statement that celebrates heritage, and individuality. Deverating-edge growth marketing strategies and digital storytelling techniques, the Anderson Collaborative created Rujo Boots established itself as not only an innovative choice in the marketplace but a noteworthy statement of personal style and craftsmanship. Combined marketing campaigns and cohesive brand messaging to maximize coverage of the target audience. Result? A brand identity that speaks volumes and positions Rujo Boots as a standout in a crowded industry.

Results Summarized:

Utilizing a very slow but steady approach, we leaned primarily into our return-focused paid advertising campaigns to compound the growth of the brand over the course of 2 years.

Embodying RUJO’s “be brave” slogan in all of our commercial production was a top priority. This has served as the guiding principle for all of our creative direction in our photo/video environments centered around skydiving, extreme sports, MMA, barrel racing, rodeo, blue-collar America, Texas culture, Western landscapes, and more.

Beyond our efforts building brand equity over the years, our public relations strategy has secured them a plethora of mainstream media attention including pickups from Yahoo Finance, Business Insider, Market Watch, Morningstar, Benzinga, the Dallas Morning News, Texas Monthly, and more. Combined with the continued sales growth of the brand, our paid media efforts to date have been directly attributed to over $1.8 million in sales.