Moraleyes Press Kit
The Challenge
As a young eyewear e-commerce and wholesale start-up with a focus on reading glasses, Moraleyes initially targeted a senior demographic. After expanding its product set to feature sunwear, the company decided to switch gears, turning to a younger and more fashion-conscious crowd.
As Marketing, Communications, and Creative Lead, I was challenged with raising awareness of Moraleyes’ trendy and affordable eyewear, and philanthropic missions among our new target audience while performing on tightly limited start-up funds.
The Solution
Keeping low costs in mind, I proposed the development of a publication-ready print and digital press campaign created exclusively in-house. Under my direction, we developed content, creative, owned photography and packaging all on a shoestring budget.
Next, intent on bypassing the overloaded inboxes of select editors and social influencers, I chose to ship hard-to-ignore, glossy packages which contained both print and digital press kits along with Moraleyes' most popular products.
The Result:
The plan worked. Within just a couple of weeks Moraleyes was approached by several major and niche print publications including Good Housekeeping, InStyle, and Glamour, all of whom wanted to feature our products and story. With the combined impact of social influencer promotion and print circulations in the multi millions, Moraleyes saw an immediate 1,400% increase in web sales. Also notable was the change in brand perception and awareness that effectively bolstered our partnerships and wholesale relationships.
