SMITHFIELD, RI: Eyewear-maker FGX International recently named Duffy & Shanley AOR for nonprescription glasses brand Magnivision. The work, which began last month, will emphasize consumer-facing brand awareness and social media efforts.
The agency is conducting a consumer education effort with the message that presbyopia, a condition resulting in blurred vision of nearby points, can be treated with nonprescription glasses, according to Sal Siano, marketing director at FGX.
The effort will also contain a social networking component, including a Facebook group, Siano added.
“We've noticed that on places like Facebook, the fastest growing group is that over-40 demographic that could use reading glasses,” he said.
Research by the Pew Internet & American Life Project has found that the number of adult Internet users who have profiles on social networking sites has more than quadrupled since 2005.
The brand's online presence could expand to include corporate blogs, Twitter feeds, and viral videos, said Annette Maggiacomo, VP at Duffy & Shanley.
In the past year, FGX also hired a brand manager and launched a national consumer TV ad campaign for Magnivision. FGX hired Duffy & Shanley based on its work with its Foster-Grand sunglasses brand, according to Siano. FGX did not conduct an RFP, he added.
Duffy & Shanley's year-long work for the Magnivision brand has a budget of about $100,000. Its overall work with FGX, including Foster-Grant, has a budget that is “close to $250,000” annually, he said.
The company employs Ferrara & Co. as its advertising AOR for the two brands.