Johnston & Murphy: Spokesperson Positioning
Tiki Barber Spokesperson Positioning
Goal
- Leverage the brand’s fall 2006 advertising campaign spokesperson, Tiki Barber, to establish meaningful connection between the brand and its target consumer
Strategy
- Create an event where public could meet Tiki and kick off a national coat drive with the charity Career Gear at the brand’s flagship store
- Mini footballs were sent as invitations to win a chance to toss a ball with Tiki if you brought an old coat to donate; the outdoor event included cheerleaders, a marching band and prizes
- Coat drives were enacted throughout America at Johnston & Murphy stores
Results
- More than 150 consumers stood in line to donate coats and receive an autograph
- Media included MSN homepage, Newsweek.com, The Daily News, ESPN and HBO Sports, among other national outlets