EDINBURGH — Hunter, best known for its rubber Wellington boot, has tapped We Are Social to handle the company’s paid social media distribution across eight countries.

The social-first agency won the business in a competitive pitch. The assignment covers the US (the brand’s largest market) and the UK, as well as Canada, Germany, Italy, Spain, France and Japan.

We Are Social will work with Hunter on all paid social activity, both brand and e-commerce-related, across Facebook and Instagram.

The overarching goal is to capitalise on Hunter’s recent success in new categories resulting from its expansion into new kinds of footwear, apparel, bags and accessories, Hunter said. Launched in 1856, the Scottish company was originally known as North British Rubber Company.

“We were looking for a proactive and dynamic partner who could help us reach new and existing fans across key markets, recognising and capitalising on Hunter’s recent growth and the brand’s unique position in the market, said Cassandra Gowing, Hunter’s senior customer engagement and social media manager. “We Are Social’s proven track record in delivering global activations which drive brand growth and tangible business results made them the perfect choice.”