Embroidery continues to be one of the hottest trends in the sewing industry, so when Brother partnered with Marvel to offer exclusive embroidery designs, EGC helped activate a powerful new, targeted, campaign. To add some muscle behind the campaign, EGC enlisted the charismatic appeal of Marvel characters – such as Spiderman, Captain America, and The Hulk – in engaging print ads, captivating emails, memorable social videos, fun Facebook carousels and disruptive point of purchase communications, for Brother dealers looking to add some "punch" to their retail stores.
This strategic platform positions Brother as the brand that super-powers creativity. Each piece of communication drives to the ibroidery.com website, where 140 Marvel Embroidery designs are available for download. But we didn’t stop there. We also communicated the emotional element of giving the gift of Marvel superhero designs to loved ones; giving their clothes, jackets and back packs, some BAM! POW! ZOOM!
Tapping into a consumer desire to help make a loved one feel good about what they are wearing combined with the functional underpinnings of quality product features; this campaign has both brains and brawn.