Badgley Mischka Eyewear 2021 Campaign Photography
March 1, 2021
Life is Good Eyewear S/S ’24 Campaign Photography
January 20, 2024Objective: Introducing a new eyewear brand into a saturated market.
The Opportunity: Launching a brand ranks among the most thrilling challenges in a marketer’s career, offering the unique opportunity to breathe life into a new concept and craft an identity that resonates deeply with consumers, ultimately providing solutions to their needs. In 2021, I had the privilege of launching “Jenny Lynn Eyewear,” a brand that paid homage to the late matriarch of The McGee Group.
Our team collaborated closely with product development to scrutinize the market and their product line, identifying a niche for women aged 60 and above. We observed a demand for on-trend and slightly fashion-forward eyewear, adorned with jewelry-like embellishments, positioned at a mid-tier price point, and accessible through most insurance plans.
Planning & Execution: After pinpointing the precise product-market fit, our team was poised with a nine-month window before the arrival of the final product samples. This period was dedicated to meticulous planning for an impactful launch. Our execution strategy was anchored in a multidisciplinary approach, encompassing a synergy between marketing efforts and stakeholder engagement.
To set the stage, we opted for a targeted soft launch with selected key accounts. This phase was crucial for gathering real-world insights and developing compelling case studies to bolster our broader marketing efforts. Complementing this, a comprehensive photo and video shoot was orchestrated to capture “a day in the life” of our target demographic, adding authenticity and relatability to our brand narrative.
Our advertising campaign was strategically tailored to resonate within the ecosystems frequented by our B2B buyers, including national publications like Invision and 20/20 Magazine, alongside targeted digital touchpoints on Facebook, email marketing, and LinkedIn.
Amplifying our brand presence, we initiated activation events that bridged us directly to our audience. This included participation in key industry trade shows and collaborative in-store showings with our paramount accounts.
To ensure a cohesive brand experience, we developed an array of Point of Purchase (POP) materials. This suite included logo blocks, counter cards, posters, window clings, and duratrans, all designed to unify and enhance the brand’s retail presence.
To empower our sales force during their field visits, we meticulously crafted sales training and brochures that highlighted the unique strengths of our brand, like our give back message and the innovative features of our new product line. Additionally, we introduced a “Gift with Purchase” program designed not only to incentivize initial purchases but also to reinforce our brand identity. This program played a dual role, serving both as an attractive incentive for buyers and an effective tabletop display to enhance brand visibility.
Outcome: The campaign not only achieved remarkable success but also did so within budgetary constraints, leading to the successful introduction of our brand into 350 stores in the initial 12 weeks. Furthermore, it exceeded expectations by selling out our product line in just 11 weeks, a testament to the effectiveness of our comprehensive marketing and sales strategy.