LION BRAND YARN STUDY
Goals
Help brand a competitive category with little differentiation Continually make 126-year-old brand appear as fashion-forward trend-setter
Strategic Actions
Demonstrate Lion Brand’s innovative brand essence, especially among young knitters and media Transform “Knitting Is Hot Again” trend into spin-off stories for Lion Brand Appeal to primarily female audience through meaningful, cause-related activities - Magnify and brand any opportunistic angles
- Stitch Lion Brand into Martha’s Prison-Break Poncho story via series of angles, turning photo opportunity into branded fashion statement
Results
Lion Brand brightly spotlighted amid Martha Stewart coverage Beyond promoting Martha’s poncho, we’ve put the brand on the map among 65 million+ additional consumers via hits covering a plethora of other pitches Crochet For A Cause Kit appeared coast to coast in outlets including Harper’s Bazaar, Health Magazine Online, Philadelphia Inquirer, Baltimore Sun, Pittsburgh Post-Gazette YM showcased brand in 2-page spread with packaging photo, contest, site link Good Housekeeping featured holiday scarf pattern American Baby promoted Learn To Knit Kit Knight-Ridder, Tribune Media Service, The Chicago Tribune, Seattle Times, Atlanta Journal-Constitution, WB11-TV NYC, KARE-TV, etc. endorse “Man-cho,” (male poncho) and funky home d?cor fashions as fun gifts
click here to see Lion Brand Yarn placements
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