results branding
Nine West - Cause related marketing press & consumer initiatives

OBJECTIVE

Nine West is Canada’s #1 brand in fashion footwear and accessories.
A late entry into cause related marketing, our challenge was to: Maximize awareness of the “Donate 9” initiative in a manner that was consistent with their customer expectations for brand and market leadership.
Support the corporate fundraising initiative of a new ballet style casual shoe.

STRATEGY

Develop an exclusive corporate partnership and marketing alliance with “rethink” breast cancer foundation. This fresh and emerging fundraising group, is focused directly against educating and engaging contemporary, professional women.
Leverage existing relationships with leading fashion magazine editorial directors to maximize editorial coverage in their October issue.
Extend coverage with a press “blitz” in major daily and lifestyle newspapers. Develop integrated instore and website marketing support elements to maximize consumer awareness and participation.

RESULTS

Feature magazine editorial and photorial coverage achieved in Fashion; Wish; LouLou and Canadian Home & Country magazines.
Feature newspaper editorial and photorial coverage was achieved in The Globe & Mail; National Post; NOW & online@torontosun.com.
Nine West
Energizer - Cause related marketing press & consumer initiatives

OBJECTIVE

Energizer is recognized as the brand leader in consumer high performance and alkaline batteries, however most marketing iniatives focus against the male segment of the marketplace.

STRATEGY

Develop an integrated cause related marketing alliance with the Canadian Cancer Society, enabling Energizer to become the exclusive brand for this program and enhance communication of the spirit of their core corporate values.
Design a value added limited edition “Daffodil” in pack bonus pin for distribution leading up to the March launch of Cancer awareness month.
Design a value added limited edition “Keep Going” pink ribbon in pack bonus pin, for distribution leading up to Breast Cancer Awareness Month.
Create a retail specific donation program that allowed Energizer to both promote and contribute to the Canadian Cancer Society.
Utilize the CCS PR network to publicize this unique fundraising & cause related initiative.

RESULTS

This campaign has successfully evolved into a multi level corporate sponsorship, including Energizer participation in the CCS “Relay for Life” events across Canada.
Energizer
Special event press and consumer initiatives

OBJECTIVE

Nine West USA established a relationship with a new contemporary author of a hip and cheeky “chicklet” lifestyle book.
We were asked to recommend a program for leveraging this relationship in the Canadian market, in a way that would create a fresh “buzz” for the brand and increase sales.

STRATEGY

Create an “invitation only” book signing and fashion preview event evening at The Bay Queen Street flagship department store in Toronto.
Leverage existing editorial and promotional relationships with leading fashion magazines to create a marketing alliance to promote and participate in this special event.
Utilize existing database lists to reach out to selected HBC Queen Street customers and Nine West VIP customers through a customized direct mail postcards and email invitations.
Facilitate event coordination with HBC; LouLou and Nine West to host this evening in an expanded 2nd floor Nine West headquarters shop, complete with:
  • - A guest appearance by the author.
  • - A fashion preview with the LouLou fashion editor.
  • - Refreshments and gift bags for all guests.

RESULTS

This three way brand alliance (Nine West; HBC & LouLou) enabled implementation of a superior quality event, produced cost efficiently by allowing each partner to leverage their own assets, creating the most successful ladies’ footwear special event in the stores’ history.
Dedicated “post party” editorial and photorial coverage of the event in LouLou magazine created bonus value added “buzz” for both Nine West and HBC.
Nine West
Creating a brand buzz

Working closely with fashion editorial contacts across all media, these online brand and sales building initiatives have become the basis of an ongoing communications program for Nouvo Mode and their various designer jewelry collections.

OBJECTIVE

Develop a cost efficient communications strategy that would permit frequent promotion of the arrival of new designer collections to key fashion editors, dealers and retailers.

STRATEGY

Create a series of email eblasts featuring new products and designers for distribution prior to peak selling periods.
Agency one-to-one follow up with fashion media contacts and client follow up with dealers and retailers to reinforce each eblast.

RESULTS

New editorial coverage was secured in primary fashion magazines and on-line bloggers.
Advance bookings and increased sales of new products from jewelry dealers and retailers.
Nuovo Mode
Product placement editorial coverage

BLDG No 4 MARKETING works closely with fashion editors and stylists across all media and online sites to keep clients brands in front of these decision makers and ensure that product samples and copy features are available for maximizing editorial coverage on a timely basis.
Deskside one-on-one sessions and fashion previews with major fashion editors and online influencers are organized leading up to each season.

RESULTS

NINE WEST has become a first choice brand for Canadian fashion editors and stylists when showcasing new trends and styles in women’s fashion footwear and handbags
NOUVO MODE has achieved unparalleled editorial coverage for Scott Kay jewelry and Pianagonda fashion watch collections.
SCULPTZ Shapewear was launched in Canada during the LG Fashion Week, achieving above average editorial coverage for this non-traditional fashion accessory, including product editorial coverage and interviews in major Canadian publications and on air product coverage on CITY TV.
Brand exposure and media coverage for the Sculptz launch in Canada significantly exceeded levels achieved for brand launches in the UK and USA.
Nine West
Packaging that connects with the consumer

With increased emphasis on increasing sales and traffic in the front end of their stores, Rexall decided to introduce a new line of snack products.

OBJECTIVE

Create a proprietary brand name for this new family of snack products.
Develop packaging that reflected the Rexall reputation for premium quality products and maximized impulse purchases and on-shelf appeal.

STRATEGY

Launch the SNACK UPS brand and introduce a “Mr Chippie” icon to appeal to families and female shoppers.
Utilize premium foil bags to confirm the quality perception of the product and support it with each purchase with a “Freshness Guaranteed” icon.

RESULTS

Since launching this new brand, SNACK UPS has consistently ranked #2 in unit sales in this category against all other major brands.
Snack Ups