Brighton Collectibles Sunglasses
Case Study: Brighton Collectibles Sunglasses 360 Campaign
Background
Brighton Collectibles, a renowned name in fashion accessories, sought to boost the visibility and appeal of their new sunglasses line. The initial plan was to launch a modest social media campaign, but with the support and trust of the VP of Marketing, the campaign evolved into a comprehensive 360-degree marketing effort.
Objective
The primary objective was to promote Brighton Collectibles’ new sunglasses through a dynamic and engaging campaign that would leverage social media influencers, various advertising channels, and in-store experiences. The goal was to create a buzz around the sunglasses and drive both online and offline engagement.
Strategy
1. Social Experiment Concept
Influencer Collaboration: The campaign began with a social experiment involving diverse influencers from across the United States. Each influencer was selected based on their unique audience and style, ensuring a broad reach and varied representation.
Content Creation: Influencers were tasked with showcasing the sunglasses in their everyday lives, providing authentic and relatable content. This approach aimed to highlight the versatility and style of the sunglasses in real-world settings.
2. Multi-Channel Execution
Print Advertising: Stunning visuals of the sunglasses, captured by various photographers and crews, were used in print media to reach a broader audience and drive brand awareness.
Social Media: The campaign utilized Instagram, Facebook, and TikTok to engage with younger demographics and fashion enthusiasts. Influencers’ content was amplified through targeted ads and organic posts.
In-Store Experience: Retail locations were equipped with special displays featuring the sunglasses, creating an immersive experience for customers. In-store promotions included interactive elements that encouraged customers to share their experiences on social media.
Outdoor Advertising: Billboards and transit ads featured striking images of the sunglasses, ensuring high visibility in key markets.
Execution
Given the limited budget, the campaign was executed with a lean, agile team dedicated to maximizing impact. Key steps included:
Curated Influencer Selection: A small team meticulously chose influencers whose followers matched the target demographic. Each influencer’s content was monitored and adjusted to align with campaign goals.
Local Photographers and Crews: Multiple photographers and production crews were engaged based on their locations, ensuring high-quality visuals and efficient use of resources.
Integrated Approach: The campaign's various elements were seamlessly integrated, from social media posts to print ads and in-store displays, creating a cohesive and impactful message.
Results
Increased Brand Visibility: The campaign successfully increased awareness of the new sunglasses line, as evidenced by a significant rise in social media engagement and print ad impressions.
Enhanced Customer Engagement: The influencer-driven social experiment resonated with audiences, leading to high levels of interaction and positive sentiment. The in-store experience further amplified this engagement, driving foot traffic and sales.
Efficient Budget Utilization: Despite the small budget, the campaign’s strategic planning and execution resulted in a highly effective 360-degree marketing effort. The hands-on approach of the team ensured that every dollar was spent wisely, achieving substantial results.
Conclusion
The Brighton Collectibles sunglasses campaign demonstrated the power of a well-executed 360-degree marketing strategy, even with a modest budget. By leveraging influencers, diverse media channels, and a dedicated team, the campaign achieved impressive visibility and engagement. The trust and support from the VP of Marketing were instrumental in turning a small social media campaign into a successful, multi-faceted promotion. The outcome not only met but exceeded expectations, proving that creative strategies and meticulous execution can drive significant results.
My Role
Creative Direction