In Fall 2014, Mark’s launched a new denim collection to help position itself as the number one destination for men’s jeans and men’s casual wear. To generate awareness of the collection, a strategic PR campaign was developed with the multi-channel ‘Everything in Jeans’ marketing campaign. Through a four-city media tour, fashion expert Glen Baxter significantly increased awareness of Mark’s jeans offering. Combined with a radio news release, press release distribution and a marketing storyline, the campaign positively impacted the company’s bottom line.

Objectives

• Secure 50 stories across print, broadcast and online outlets nationwide, with a minimum of one Mark’s mention in each story

• Garner 10-12 million media impressions through a multi-faceted PR campaign

• Contribute to an increase in jean sales year-over-year

• Increase Mark’s ranking in unaided awareness in the men’s denim category

Strategy

• Leverage Mark’s expanded selection of jeans available in-store/online to highlight Mark’s as the ultimate Canadian denim destination

• Create an extensive PR campaign to allow the Mark’s brand message to reach Canadians across the country

Outcome

• 122 stories appeared across print, broadcast and online outlets nationwide, with Mark’s key messages included in 100 per cent of the stories

• 23,626,581 media impressions were garnered through the media tour, press release, radio news release and marketing storyline

• The integrated campaign brought an increase in jean unit sales year-over-year

• Mark’s ranked Number One in unaided awareness in the men’s denim category, according to consumer polling after the campaign

National Survey

1,000 Canadians completed a survey focused on men’s usage/knowledge of jeans. The statistics supported Mark’s stance around Canadians’ love of jeans and were used as key messages.

Press Release

A press release was developed using the survey statistics and key messages. It was distributed nationwide, with tailored provincial fact sheets.

Radio News Release

A 45-second radio news release was developed, quoting the Senior Vice President of Marketing at Mark’s on the survey statistics. The radio news release described how to find the perfect fitting jean and Mark’s revamped jeans collection.

Media Tour

Glen Baxter, fashion stylist, conducted a media tour in Toronto, Winnipeg, Calgary and Vancouver. He provided a credible viewpoint on the importance of denim in Canadian men’s lives.

Marketing Story

Targeting business and retail reporters, Mark’s told the jeans story from a marketing strategy perspective, helping position it as a driving force in the marketing world.

Campaign Success

The ‘Everything in Jeans’ campaign was hugely successful and solidified Mark’s brand position as a leading men’s casual wear destination in Canada.

Outcome

• 122 stories appeared across print, broadcast and online outlets nationwide, with Mark’s key messages included in 100 per cent of the stories

• 23,626,581 media impressions were garnered through the media tour, press release, radio news release and marketing storyline

• The integrated campaign brought about an increase in jean unit sales year-over-year

• Mark’s ranked Number One in unaided awareness in the men’s denim category, according to consumer polling after the campaign