Persol Eyewear and its digital company Kettle are introducing a multi-channel international marketing campaign that makes use of the aesthetic of contemporary structure to attract consideration to the modern design of Persol's newest sun shades and different optical merchandise.
Whereas Persol has beforehand targeted on craft in its artistic, from calligraphy and writing to performing, the nod to fashionable structure is a primary for the model. It’s additionally the primary time Persol has labored with acclaimed photographer Christopher Griffith who makes a speciality of structure.
The hassle consists of the preliminary consciousness push for its new Double Bridge product line, says Scott Leighton, senior producer, Kettle.
The total marketing campaign culminates in a unified mosaic on Persol's social feeds. The person posts alternate between three various kinds of content material. The primary exhibits architectural exteriors, which root customers on the earth of the marketing campaign. The second introduces nonetheless photos of the model’s newest merchandise that additionally seize architectural instruments and summary traces and curves of contemporary edifices. And the third content material kind makes use of “inspirational” copy to talk to the ideas of craft that form each modern structure and the brand new Persol assortment.
The marketing campaign launched throughout Persol's social media feed and can proceed to be posted throughout its a number of channels together with Fb, Instagram, Twitter, Pinterest and Tumblr.
This technique is designed to age down the model. Persol’s typical goal focuses on an prosperous man usually 25-40 years previous, whereas the brand new marketing campaign seeks to interact a barely youthful, extra fashionable viewers.
Kettle has labored with Persol since 2015 and with mum or dad firm Luxottica since 2013.