Eff Creative Group - Fashion & Style Campaign
Company: Eff Creative Group, New York, NY, USA
Company Description: Our mission is to innovate, design, develop and launch groundbreaking products and campaigns for businesses with bespoke market solutions. With a team and exclusive clientele hailing from US, Europe, Asia and the Middle East, Eff Creative is a globally renown and vertically integrated creative agency and business accelerator across a multitude of industries and countries.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Fashion & Style
Nomination Title: Tommie Copper, Wearable Wellness
Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.
As a globally renown creative development agency situated in Times Square, Eff Creative Group reinvented the brand identity and social media presence of compression wear’s leading originals - Tommie Copper. Through extensive research and planning, we segregated the brand’s consumers into professional and age based segments and created unique marketing strategies and call to action posts for each one across social media platforms. With breakthrough campaigns such as #TommieCopperTravels, and #FacesOfTommieCopper, we were able to effectively communicate with consumers, thereby boosting visibility, appreciation and create an intangible but powerful brand identity bringing Tommie Copper back as the original leaders of the compression wear industry.
As a brand, Tommie Copper in the past has maximized TV and radio advertising leaving them with a vacancy of untapped potential in the social media sphere - a powerful advertising tool in today’s world.
Our job as a pantheon of social media experts was to bring out Tommie Copper’s novel idea of compression wear being #WearableWellness (the signature hashtag). We went ahead and made Tommie Copper apparel a part of the consumer’s lifestyle instead of just a commodity through various conduits to increase visibility across all social media platforms and home-shopping channels such as Evine. We wanted people to wear their wellness, and we wanted them to wear it well.
Research on the brand showed that the demographics of Tommie Copper consumers were scattered (from adolescent athletes to senior citizens with muscle pain), hence there was a new line of compression apparel designed and launched recently just for kids called Copper Kids.
More than anything, the most unexplored marketing territory was the concentrated segments of Tommie Copper users that belonged to specific professions. For example, nurses were a major segment of Tommie Copper’s consumer population for their line of compression socks and foot protection due to the long hours of standing and strenuous activity that cause pains in the feet.
-Create 3 effective hashtags to further target consumers (Copper Kids, Travelers and Athletes for example)
-Extend social media interaction to TV advertising such as home shopping networks to engage brand ambassadors.
-Conceptualize effective and linear storylines for each advertisement / montage that further synchronizes and emphasizes our key messaging points: wearable wellness, state of the art fabric, and active living.
-To have Tommie Copper’s presence in an array of locations - global vs. local, indoor vs. outdoor, etc. to demonstrate the brand’s ubiquity.
-An entirely unique and separate campaign / movement for kids to segment our population with various initiatives.
We all know that any story is only as good as it’s ending. Looking back with a 20:20 hindsight vision, we began to analyze the completion of our objectives since the start of our initiative. As firm believers of happy endings, we didn’t make any exceptions for this story!
To boost visibility and consumer interaction across social media platforms such as Facebook, Instagram and Twitter.
Through our social media initiatives, Evine, celebrity brand ambassador engagement and various other sub campaigns we managed to reach our goal of increased social engagement. The audience engagement increased by 94.3% on Facebook, 522.5% on Twitter and 1,329.7% on Instagram.
To develop a consolidated, recognizable and idolized brand identity of Tommie Copper as the original market leaders and product innovators in the compression wear industry with labels such as #WearableWellness and the unique benefits each product offers that competing brands don’t such as 4D Stretch, antimicrobial fibers, etc.
Though this wasn’t a quantifiably measurable goal to achieve and cannot be compared in likes or follows, the engagement results and client satisfaction indicates that we created more than just a presence of the brand - we created an identity. We brought back Tommie Copper’s baton of being the original in compression wear with their state of the art technology, philosophy and customer service.
In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).
-Customized hashtags for increased visibility
-Tailored video production conceptualization
-Real Housewives of New York City celebrity Heather Thomson - aired live on America’s number one Home Shopping Network - Evine
-Tommie Copper engaged former NFL football player Boomer Esiason
-Special Veterans Day engagement commemoration was paramount as we invited our brand ambassadors Boomer Esiason and Heather Thomson to interview key veterans
-On September 17, 2016 Heather Thomson and 18 other women headed to Africa to climb Mount Kilimanjaro, with the help of Tommie Copper, introducing #Kiliclimb2016
-In house content for photos
-#FacesOfTommieCopper profiles representing a specific strata of the population
-International Photo Shoots across Singapore and Hong Kong featuring products in a global backdrop with the hashtag #TommieCopperTravels
-A new campaign consisting of a series of short clippings and photographs of kids wearing Tommie Copper with the hashtag #CopperKids
-Sophisticated animation to demonstrate 4D Stretch and high tech anti-microbial fibers