PrimaLoft Targets Consumers in “Seek the Unseen” Ad
PrimaLoft’s first consumer-orientated brand campaign, “Seek the Unseen,” debuted last week and focuses on the unexpected, emotional moments of everyday life that often go unnoticed. “While we may be hidden from sight, we have a direct effect on the consumer experience,” explains Mike Joyce, president and CEO of PrimaLoft, describing a phenomenon that textile ingredient brands can relate to.
Most consumers don’t realize the brand is responsible for the functional, and environmental, benefits these “unseen” technologies deliver. PrimaLoft looks to change that with it’s new “Seek the Unseen” campaign, and its centerpiece video spot that educates as well as entertains: Seek The Unseen.
The global campaign will be primarily distributed through paid media on Instagram and Facebook. Collaborations with influencers and local PR activations will provide additional support for the brand campaign. All activities will drive viewers to a refreshed PrimaLoft website page, that contains more about PrimaLoft’s Relentlessly Responsible mission, and select partner products.
“In a time where every moment of life is broadcast, there is something intriguing and almost magical about unseen moments. The moments that bring the spark of inspiration in your day, the moments of comfort you try to find for yourself, the way you try to responsibly care for the earth. ‘Seek the Unseen’ is about paying attention to these moments and knowing that PrimaLoft can help make them happen,” comments Shana Getchell, VP, global brand building, PrimaLoft.