Brand Name: Headcase
Product/Service Type or Description: Retail

Overview:
MZI Used Ethnosynergism to Market and Target Audience for Headcase

A manufacturer of hats and apparel made from eco-friendly materials needed help finding its niche audience and creating a marketing campaign to attract those customers. Using sustainable textiles created from plant by-products, the collection of environmentally-friendly apparel had unique designs that appealed to specific audiences. MZI Global researched the niche market through person-to-person interviews. Through Ethnosynergism, MZI created a unique and fun marketing campaign that appealed to the audience, while still maintaining the integrity of the company’s ideals.

Situation Analysis:

• Eco-friendly products are attracting more people
• Headcase must reach niche market

Client Challenges:

• Creation of a customer-base for unique, eco-friendly products
• Location of niche audience in a specific market segment
• Formation of an appealing marketing campaign for the target audience

MZI Global’s Solution:

• Research the niche demographic of potential customers
• Design a raw campaign to better fit the natural feel of the customers and of the clothing
• Utilize models and real people from the Village to display clothing in a real and appealing setting
• Increase visibility through banner ads and hyperlinks on youth-oriented web sites and with TV ads in youth-oriented programs
• Created outdoor billboards, consumer print ads, club handout promotions, and a new website to immerse consumers into the brand name

Results:

• Discovered the niche market of young, eco-conscious customers
• Integrated extensive field research to create a marketing campaign that would appeal to the client’s specific audience