Cuffwear

In offices where formal three-piece suits are the norm, cufflinks are an opportunity for young men to express individuality and a sense of style.

Sold mainly online amid abundant competition, and with an all-in budget of $8,000, Cuffwear needed to reach niche target groups – the “Wall Street type,” his wife or girlfriend – and break through during the busy Christmas season.

Cossette’s idea was to make the target think about Cuffwear each time they put on or cleaned their French cuff shirts. The agency approached a network of high-end dry cleaners and convinced them to insert custom messaging tags in every French cuff. To reach potential gift-givers as well, other place-based media included window clings, sandwich boards and garment bag decals. Some dry cleaners sold Cuffwear product on site.

Simple and inexpensive to produce, the micro-targeted media delivered great results. Immediately after the launch, week one sales rose by 16% and increased 27% year over year by the fourth week. Every touchpoint was a media first in the market. The ad budget of $8,000 was spent in the most efficient manner by reaching 100% of the key audience with no wastage, and the client received six times the value of their expenditure.