GOOD MAN BRAND - LAUNCH
I was approached by the Good Man Brand team to consult on the marketing strategy around launching the brand online and in retailers around the country. The company is the brainchild of Superbowl Champion Quarterback for the Seattle Seahawks, Russell Wilson, and two other partners who have been in the fashion business for decades.
The multi-phased marketing approach utilises owned and earned channels to build awareness of the brand launching with little budget. Partnering with major US retailers like Nordstrom and Neiman Marcus, and leveraging their huge existing customer base to get in front of our exact target audience faster and more efficiently. Segmented emails, key in-store placements and activation through employees, social media, key site placements, and custom content are just a few ways we are leveraging these partnerships. Making sure we are telling the brand message of "Lead. Inspire. Live." and positioning RW as the millennial entrepreneur behind the brand when featuring him, opposed to the "Russell Wilson brand". This requires using him (and his millions of followers) as a built in influencer, strategically and correctly. Menswear influencers and trend leaders, Street Etiquette, shot the look book for us as well and posted to their huge social following of menswear aficionados to help spread awareness and give some instant credibility to the brand. The full shoot can be seen here.
The launch event in the Downtown Seattle Nordstrom store garnered a lot of great content and big press around the launch thanks to media partnerships: