1. Consumer
Adver-sing
Campaign
June
3,
2013
DePaul
University
MKT
575
Team
Awesome
David
Bakst
DJ
BasseF
Blake
Essig
Jarod
Garbe
Mark
Iandola
Kyle
Wood
2. Target
Market
Profile
• Affluent
Adults;
Ages
25+
• Social
“Tastemakers”
• Value
the
story
behind
DRIFT
Eyewear
• Low
price
sensi-vity
for
products
that
have
an
emo-onal
connec-on
• Discerning,
Fashionable,
First-‐Adopters
3. Posi-oning
Statement
“To
the
crea*ve
individual,
DRIFT
is
the
luxury
eyewear
brand
that
delivers
truly
unique
style
with
a
story,
because
each
frame
is
painstakingly
sourced
from
rare,
natural
materials
that
make
no
two
frames
alike.”
4. Marke-ng
and
Communica-on
Problem
• Developing
consumer
awareness
under
realis-c
budget
constraints
• Maintaining
appeal
as
inherently
exclusive,
while
crea-ng
an
organic
community
• Crea-ng
a
“springboard”
for
the
brand
through
selec-ve
partnerships
5. Messaging
Strategy
• Compare
DRIFT’s
produc-on
story
to
the
compe--on
to
differen-ate
from
luxury
brands
• Weave
a
uniform
story
across
mul-ple
channels
• Reach
out
to
customers
by
crea-ng
a
brand
community
with
a
par-cipa-ve
feel
6. DRIFT’s
Brand
Image
Luxurious
MODERN
Discerning
Artisan-made
Genuinely American
7. DRIFT’s
Tone
• Exclusive
but
Not
Preten-ous
• Rus-c
but
Refined
• We
are
Green
but
We
Do
Not
Prosely-ze
8. Consumer
Response
• Set
DRIFT
apart
from
the
mimicable
nature
of
the
luxury
eyewear
market
• The
inspired
consumer
will
share
the
story
and
visit
DRIFT
Eyewear’s
website
and
events
16. Community
Contest
• Consumers
vote
between
3
predetermined
new
source
materials
• Limited
produc-on
line
• Registered
voters
are
entered
into
a
raffle
for
prizes
and
giveaways
17. Online
Video
Content
• ‘The
Journey’
– Comparing
DRIFT’s
manufacturing
to
the
market
– Showing
the
journey
from
sourcing
to
crea-on
• ‘Our
Team’
– VigneFes
of
stories/interviews
of
actual
crafsmen
– Favorite
line,
Stories
from
the
workshop,
etc.
