MicroTouch Tough Blade was an active campaign and already introduced into retail months ahead of Diray being charged with turning around performance. With solid production and a credible celebrity endorsement, the media execution had a promising foundation on which to build.
Diray’s goal was to build awareness of the product and its benefits, improve ROI efficiency, and recharge retail sales. The customized media strategy was heavy on male and sports targeted networks and programs, building awareness through frequency with the target demo. We were able to take advantage of prime sports networks, like NFL and ESPN properties, while going into secondary and tertiary level networks to maximize frequency and efficiency. In addition, male lifestyle and entertainment skewed outlets were included, i.e., Spike, Esquire, TruTV. Successes were also found in general entertainment channels.
Diray was able to more than double the media activity, infusing new life into the campaign. Media frequency was maximized, building awareness that carried over into retail sales. As the campaign rolled into its first holiday season, targeted sports events and news specials were added. This increased ROI performance and continued to increase retail sales and re-inforced time on shelves.