CHALLENGE
HADAKI, the stylish collection of fashion totes, wallets, bags and tech cases was designed with mobility in mind needed to differentiate itself from a competitive marketplace and effectively establish the brand throughout a wide spectrum of target markets and demographics.
STRATEGY
Avalon’s initial strategy was to create powerful messaging that would clearly explain the key features and differentiators of the Hadaki brand. This messaging was used to pursue and secure media consumer media coverage in fashion and travel publications on a regional and national level. As the initial awareness was building, Avalon expanded Hadaki’s messaging to secondary and tertiary verticals including technology, teen interest, family interest, fitness, yoga, beauty and jewelry that would serve to drive continual momentum and consumer acceptance.
By using consumer media to firmly establish the brand in the marketplace, Avalon’s goal was to create acceptance while also supporting the company’s retailers on the regional, national and North American level.
IMPACT
Avalon’s efforts generated over 80 editorial features and mentions of Hadaki in the first year of representation including coverage in Woman’s Day, Woman’s World, Canadian Family, Working Mother, Fitness, Vogue Knitting, Yum Food & Kids, Diane, Girls’ Life, Destination Weddings & Honeymoons, Men’s Health and many others. The use of traditional media has driven consumer awareness and acceptance while the use of a proactive social media component has facilitated direct interaction with the brand’s consumer base.
Today Hadaki is an established international brand with a proven retail and consumer base throughout North America, Europe, South and Central America and the Caribbean…..and expanding.
