MMB

Overview

Foster Grant needed to shift focus from the famous celebrities of yesterday to the everyday celebrities of today. Using a fully integrated campaign to promote the idea of Smart Fashion, we were able to highlight Foster Grant’s hundreds of contemporary yet affordable styles, "for the many shades of you." To bring this message to life online we started with the tagline, and decided to let people tell us "Who’s That Behind Those Foster Grants?". We updated Foster Grant’s website and Facebook page with new assets from the new campaign to create synergy, but we wanted to take it further. So we created a Facebook App that allowed people to browse various styles of Foster Grants based on different personality types (Super Hero, Legend, Rebel). We then added a Print-On-Demand t-shirt offering that allows users to print Foster Grant branded shirts expressing their personal style and literally paying off the tagline "Who’s That Behind Those Foster Grants?". Sales increased significantly and Facebook Likes were up 300% in the first few weeks of the campaign. MMB has taken on social media monitoring and moderating, and has established an editorial calendar to ensure we build on the momentum of launch.