Marchon

Opportunity

Marchon is a top five global eyewear brand with a portfolio of licensed brands across Fashion, Lifestyle and Performance. To mark its 40th Anniversary, Marchon turned to 360PR+ to focus on bigger brand storytelling that cast a halo across the portfolio with retail partners and consumers. 

Insights showed that innovation in design and sustainability were top of mind for media and consumers, so we needed to showcase how performance, style and sustainability go hand-in-hand at Marchon. At the same time, we understood that to break through a competitive fashion and commerce media market, we needed to continually keep Marchon’s licensed partners top-of-mind and in media’s hands.

Our strategy focused on elevating Marchon’s President to top-tier national media, while keeping a wider-reaching pulse on consumer press and influencers through a series of seasonal touchpoints.

Approach

To set the stage, we established a clear narrative around the brand’s 40th Anniversary and EYES ON TOMORROW™ global CSR platform. Crafting the overarching message house to anchor our national thought leadership storytelling, we kept the focus on brand innovation and sustainability, garnering a feature article in WWD.

Our team leveraged additional sustainability moments with key commentary from Marchon’s President Thomas Burkhardt, resulting in a leadership spotlight in Fast Company, highlighting material innovation with eyewear made from castor beans.

Thomas also sat down with We Don't Have Time at Climate Week NYC for a conversation regarding a sustainable future in the eyewear industry.

We took a multi-pronged approach to drive awareness and sales of Marchon’s licensed brands during sun season and throughout the year.

  • For the spring launch of Reese Witherspoon’s sunglass line at Kohl’s, we produced a creative mailer for media. Resulting reviews in She Knows, GMA and Today drove to Kohl’s and totaled 34.7M+ impressions.

  • Our Getting Outdoors with Columbia summer campaign tapped high-reaching, outdoor-focused Instagram influencers to showcase how they wore Columbia sunglasses in nature. We also leaned into outdoor enthusiast Mike Bako to host a regional SMT, reaching 66M+ people with 643 airings of content in key regional markets.

  • To end the year, Ferragamo hosted an immersive event for media, influencers and prominent New Yorkers to celebrate its FW23 Eyewear and Accessory Collections. A merging of Renaissance art and 21st-century luxury, the event garnered 1.5M+ social captures and coverage in Fashionista, L'Officiel and other fashion publications.

Results

Our sunglass style moments increased coverage of Marchon’s licensed brands at Nordstrom, Kohl’s and Saks, resulting in over 1.7B+ media impressions.

Over 70 unique stories from top-tier fashion and lifestyle outlets like ELLE, Esquire, Coveteur, WhoWhatWear, PopSugar, Vogue, Grazia and more all included at least one of our key sunglass styles, and 64% of all coverage included the brand’s top key message of “superior style and fit.”  

Additionally, we were able to further lean into our narrative and messaging for Burkhardt with a piece on Ferragamo’s FW23 event and seasonal sunglass trends in Fashion Network.

Influencer seeding, unboxing moments and posts from Marchon events drove an additional 6M+ social impressions.