The challenge of the campaign was to re-position Polaroid Sunglasses as the unique Worldwide Master brand which combines the best ‘Technological Excellence’ (The World’s #1 Polarized Eyewear Experience and High Protection), with a wearable Design, always at a great Price/Performance ratio, and to move the brand beyond the traditional concept of Polaroid as a brand for an older target demographic with a functional, as opposed to stylish, design.
LINKS launched a digital campaign targeting innovators and early adopters. This was done through a combination of sponsored posts, digital display banners and social media on popular blogs. LINKS partnered with digital influencers that are considered innovators and early adopters to diffuse word of Polaroid’s “new look and brand statement” to a predominantly 18-35 female demographic, which is most easily accessible through digital and social mediums. This is demographic that not only holds a large amount of acquisitive power, but has very powerful and marked word of mouth influence, both within it’s own demographic and within older demographics and male demographics.
By adopting both a social and digital campaign, LINKS helped re-position Polaroid as a trendy and reliable brand, at a reasonable price point to a demographic with a high acquisitive power in general, but even higher during the holiday season. As a result of this campaign, sales to consumers (through distributors in the respective country) increased and a large increase in the awareness of the Polaroid brand was noted.