Building an emotional connection with consumers through a mission-driven brand campaign

Talk:

Due to the pandemic, consumers are focused on making a difference and want to align with brands that support their values. EyeBuyDirect is a mission-driven company and, for this year’s Pride Month, partnered with online superstar Lele Pons on a 360 campaign to show support for the LGBTQ community. The brand launched a Pride collection with proceeds supporting the life-saving work by The Trevor Project. Jim Merk, Brand Director for EyeBuyDirect, will discuss the brand and show how a mission-driven campaign can create a strong connection with consumers.