Coats: It’s All in the Details

  • Client:


Coats: It’s All in the Details

Trade Love
  • Full Version

A visually stunning digital campaign for the world’s leading industrial thread and yarn manufacturer designed to build awareness and generate new leads within the luxury automobile industry.

Project Overview

What We Did

As the leading supplier of automotive thread used in airbags, seat trim and interiors, Coats Industrial had already experienced great success with U.S. domestic automotive manufacturers. Unfortunately, their marketing efforts had fallen flat within the European automotive market, specifically among luxury brands. Working under a tight timeline and budget, Wray Ward was tasked with developing a new message and platform that would both reintroduce the Coats brand and serve as a hardworking lead generation campaign.


The site garnered more than 28,000 page views in seven weeks, an average of 4,000 page views per week. Visits have resulted in more than 6,000 video plays and 215 PDF downloads, and the average time on page is an impressive 3:05.
  • 3:05

    Average time on page

  • 28,000+

    Page views in seven weeks

  • 6,000+

    Video plays

  • 215

    White paper downloads

Experience Strategy

Our campaign concept, "It's All in the Details," focused on the brand’s detail-oriented approach to design, quality and craftsmanship. Our digital strategists and Creative team worked closely with Coats to map out every single touch point, goal and KPI for the entire campaign.

Digital Experience

At the center of the campaign, a responsive multi-language microsite addressed various industry pain points through video and interactive elements. Users could explore benefits and features, request sample kits, and schedule factory visits and consultations with sales staff.

Motion & Video

We created a hardworking brand reintroduction video that brought our campaign concept to life with a visually stunning execution. A series of short teaser videos was also created to address specific industry pain points and drive users to explore more.


In studio and on location, our talented team of photographers utilized the latest techniques to bring Coats’ attention to detail and craftsmanship to life through exceptional imagery.