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  

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  

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.”  

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  

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  

DRIFT’s  Brand  Image  

Luxurious

MODERN Discerning

Artisan-made

Genuinely American

DRIFT’s  Tone  

•  Exclusive  but  Not  Preten-ous  •  Rus-c  but  Refined  • We  are  Green  but  We  Do  Not  Prosely-ze  

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  

Social  Media  Campaign  

Share  DRIFT’s  story  across    

mul-ple  social  media  plaaorms  

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  

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.    

‘The  Journey’  

STORY  BOARD  

Song: Tenuousness By: Andrew Bird

‘The  Journey’  

STORY  BOARD  

Where  does  your  eyewear  come  from?  

‘Our  Ar-sts’  My  favorite  line  is….  

We  started  DRIFT  so…  

People  love  DRIFT  

because…  

Song: Shape the World By: Tim McMorris

Where  does  your  eyewear  come  from?  

Partnerships  and  Event  Opportuni-es  

•  Exclusive  Trunk  Club  Partnership  

•  Trunk  Club  Designer  Series  

•  10,000  customers  in  target  audience  

Partnerships  and  Event  Opportuni-es  

•  Aspen  Food  &  Wine  Classic  – 85%  viewed  as  influen-al  tastemakers  

•  Artopia  Indoor  Music,  Art  and  Culture  Fes-val  

Ques-ons?  

Eye  Scanning  Data  Sampling  

Eye  Scanning  Data  Sampling