Name: Caroline Andrew, VP, Missy Farren & Associates (New York)
Placement: The Martha Stewart Show, April 27, 2011
Timeline: Several months
Who is your client and what are its media goals?
We represent the recreational/leisure segment of Dorel Industries, whose brands include Schwinn, Mongoose, Cannondale, GT, and Sugoi.
For this campaign we focused on Schwinn, an iconic American brand that builds some of the best-known bicycles of all time. The media goal was to ensure Schwinn was top of mind during the spring/summer bike buying-season and to really "own" May Bike Month.
What made The Martha Stewart Show such a good target for Schwinn? Describe your pitch.
Schwinn's target consumers are moms, as the brand is mainly about family and fun. That's the same audience that watches The Martha Stewart Show, so the program was a great fit for the brand.
We have a good relationship with the producers at the TV show and the editors at Martha Stewart Living magazine. We also work with a lot of Olympic athletes and award-winning chefs who have appeared in the past on the show, as well as in the magazine.
We tag-teamed with Bike New York to offer producers a fully integrated segment idea to drive awareness for May Bike Month. They were immediately interested.
Was it difficult integrating Schwinn brand messages into a segment on family biking?
The focus of the segment was on how to get your bike ready for the season and we supplied some message points for Bike New York educator Emilia Crotty for her appearance.
We also provided not only a Schwinn Cream Bike that Martha rode around the studio, but a second Schwinn bike that she gave away to an audience member. The whole segment reinforced the fun people of all ages can have riding their bike.
What was the hit's impact?
The Martha Stewart Show segment aired April 27, only days before the beginning of Bike Month. That was followed by Schwinn-focused hits in Martha Stewart Living, as well as Self, Lucky, Details, Health, Time Out New York, Vogue.com, and Travel + Leisure.com. It was capped off with a Today appearance on July 4 by Martha Stewart with a Schwinn bike.
Dorel was really pleased with our work and Stewart even sent the company a note thanking them for their involvement.