Maui Jim | Case Studies | Doe-Anderson Advertising
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Maui Jim

The Challenge: One of the world’s leading sunglass brands in the world has superior technology and tremendous brand loyalty, yet suffered from low overall brand awareness. We needed to build a media plan that would generate high impact and brand engagement in order to spread the aloha spirit.

 

The Solution

With a focus on contextual media, newsworthy/live events and premium placements we were able to effectively reach key consumer segments at their points of interest. We built upon existing brand equities with the "Color. Clarity. Detail." campaign but with creative working to reintroduce the brand, providing the right context was a big help here – e.g. travel, health, Hawaii, sports and leisure.

Maui Jim sunglasses

Digital

Digital media was used to amplify the campaign through contextually relevant outlets such as weather and travel. Retargeting and campaign optimization helped enhance the performance of the campaign. We also accelerated our TV buy by placing digital ads in front of a target audience very likely to have seen our TV schedule.

Maui Jim Weather Channel digital ad
Maui Jim digital ad
Maui Jim digital ad

40k Banner Ad

Play Click to play

40k Banner Ad

Play Click to play

Out of Home

We utilized out-of-home spectaculars in five major airports across the US during both the key summer and holiday travel times. These provided additional impact and engagement among leisure travelers, a key consumer segment for the brand.

Advertorial

"Sports Illustrated" Swimsuit Issue advertorial – part of our integrated buy

Maui Jim print advertorial
Maui Jim print campaign

Print

Our print approach was to identify a few key partners with a focus on premium placements and brand extensions (events and editorial support). With 11 key print titles we had nearly 75% premium placements at rates far below industry norms. In addition, we were able to introduce the brand to consumers at key media events throughout the US, reaching over 10,000 consumers at each event. Print was one of the most effective outlets increasing brand awareness.

The Results

We increased unaided brand awareness from 5% to 10% in the first year of the campaign and up to 15% in year two; aided awareness increased from 34% to 41%.

We increased unaided brand awareness from 5% to 10% in the first year of the campaign and up to 15% in year two; aided awareness increased from 34% to 41%.

Web traffic showed significant improvements with 20% more sessions, 26% more users, and an increase of 7% in page views.

Web traffic showed significant improvements with 20% more sessions, 26% more users, and an increase of 7% in page views.

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