Solution
- The PR message that Eider is a sophisticated and trendy outdoor apparel brand based on its expertise and technology should be delivered to consumers
- Using not just flagship products but also marketing issues, a variety of content should be created to expand the brand’s media PR activities in quality and quantity
- Through continuous monitoring, the latest trend should be identified and proactive designing and planning should be suggested
- The unique selling points of products should be covered in media to draw consumers’ attention, leveraging social and seasonal trends
- By building favorable relationships with the media, the brand’s positive image and people’s understanding of the brand should be enhanced
Results
- During the 18 months of media marketing, there were 155 cases of media coverage and 11 news articles each month on average
- Focused coverage of seasonal products such as ice-related products in summer and down jackets in winter should be secured, while establishing its brand image as a leader in the industry
- The brand recognition among consumers and media should be strengthened as the company establish its brand image as a trend-setter in the industry
- The company was depicted as an iconic brand in the industry in articles and as its actual products were mentioned in the articles, the coverage impact showed a significant boost
