For the fifth year in a row markettiers4dc was selected by leading eyewear designer FGX Europe to develop a proactive broadcast strategy for their entire portfolio of established, highly recognised eyewear brands.
To achieve FGX Europe's over-arching aim of increasing brand awareness in the UK and further strengthening their position as a ‘go-to’ quality eyewear brand, markettiers4dc employed a wide range of targeted broadcast tactics, resulting in stand-out coverage delivered over a year-long programme of activity.
Over the year, 244 items of coverage, a potential audience of >287million and a record number of pieces of national coverage was achieved. Standout coverage across both radio and online outlets included Mail Online, Hello TV, Female First, MSN, OK!, Closer, BFBS, UCB, Fubar, and Kiss FM.
A few significant campaigns delivered in 2014:
Foster Grant SunglassesTo position Foster Grant Sunglasses as a desirable fashion brand and make the brand appealing to a younger audience demographic, markettiers4dc kicked off 2014 with the creation of a 'Get the Made in Chelsea Look’ video feature to best showcase the Spring/Summer ’14 collection. To amplify the engagement of the video and increase media presence, editorial radio and online competitions were also placed alongside the video.
markettiers4dc conducted a structured campaign targeting top-tier fashion and lifestyle media outlets in order to maximise demographic-specific audience reach. Overall, 47 items of coverage were achieved across online and radio broadcast platforms with highlights including Mail Online, MSN, OK!, Hello TV and Female First.
Sight Station
To promote their line of reading glasses aimed at reading glass wearers/potential wearers in the 35-65 age demographic, markettiers4dc conducted research on behalf of Sight Station to explore the nation's memory and just how many items we lose on average each year. This research provided a platform for Grand Master of Memory, Mark Channon to conduct broadcast interviews discussing items that we are most likely to lose frequently (e.g. reading glasses,) and how to avoid this. This tactic ensured seamless delivery of Sight Station key messaging, positioning the glasses as a quality product at an affordable cost, meaning you can have multiple pairs should you misplace/damage your primary pair. Audio feature content was also placed across a number of targeted radio stations to extend and broaden broadcast reach for this campaign.
This campaign resonated well with a wide range of audiences and resulted in 61 items of coverage across a range of BBC and commercial stations as well as Sky Sunrise, with further highlights including Kiss FM, Capital Yorkshire, BBC Radio Solent and BBC Radio Lancashire.
Foster Grant Reading Glasses
Following on from the success of the ‘Made in Chelsea’ video feature, markettiers4dc worked with Foster Grant Reading Glasses to create another video, this time to showcase Autumn/Winter celebrity fashion trends, to promote their range of fashion reading glasses. Targeting female reading glass wearers/potential wearers aged 35-65, the video feature focused on the styles of 3 key celebrities within this demographic: Helen Mirren, Elle Macpherson and Amanda Holden. To amplify this activity and brand recognition, a number of online editorial competitions were placed in conjunction with the video content.
Of the 44 items of coverage secured, standout coverage was achieved across a number of demographic-targeted sites including Marie Claire, the Bauer Network, News Shopper, Daily Record, Prima, All in London and the Time Inc. network.