Brand Name: Hosiery Corporation of America
Product/Service Type or Description: Retail/Consumer Products

Overview:
MZI Global Breaks New Ground with Videolog for Lingerie Catalogue and Garners the Telly Award for Video Excellence

When the Hosiery Corporation of America contracted MZI Global to promote their line of lingerie, they had a strict budget in mind.  MZI Global was able to keep within the budget constraints by developing a campaign that would be mutually beneficial to all the parties involved as an attempt to cut costs.  MZI Global pulled through with an award-winning campaign that maximized ad-dollars and benefited all those involved.

Situation Analysis:

• Strict budget constraints
• Target market: couples, honeymooners

Marketing Challenge:

• Conjure visibility in a market already saturated by scantily-clad models
• Increase brand awareness
• Maximize ad budget
• Draw upon creative resources to meet a tight budget
• Stretch the product lines into new niche markets
• Position product for maximum exposure

Solution:

• Used Fusion Marketing techniques to forge mutually beneficial arrangements with airlines, The Golden Lemon Resort in St. Kitts, The Hermitage Plantation in Nevis, and the St. Kitts-Nevis Tourist Board—in order to keep within tight budget constraints.  We did this by:
  • Cross promotions/tie-ins
  • Exploiting the fact that these organizations were interested in courting romantic couples, especially honeymooners, the very same market that Hosiery targeted
  • Used their client’s circulation of two million catalogs to negotiate free travel and accommodations for the entire crew, staff, and models involved in the production in exchange for including the names and logos of each organization in the credits of the catalog
• Created a— videolog—video catalogue
  • Shot on location in the Dominican Republic
  • Thread a storyline through the video to draw in the customer
• Used cross promotions to tie in the Talanquera Resort in the Dominican Republic to Hosiery
• Used Ethnosynergism^® to immerse the U.S. in the Dominican culture and to create a desire within them to embark on a Dominican vacation and stay at the Talanquera Resort

Results:

• MZI Global achieved a 100% of their client’s objectives
• The project was a huge success for the Hosiery Corp., allowing them to gain more orders than ever before
• The videolog was featured in multiple industry publications including Women’s Wear Daily and Direct Marketers Magazine
• Reduced costs through complementary airfare, catering services, and accommodations through MZI Global’s connections with Talanquera Resort
• MZI Global was able to use the services of the corresponding companies free of charge, thereby saving over $50,000 in production costs
• MZI Global won the prestigious Telly Award for Video Excellence, an industry award given in recognition of creativity and excellence in production quality