SITUATION:

Brother International needed to expand beyond their existing customer base in order to boost their own sales, as well as help secure a future for a faltering industry.

ACTION:

Stealing competitive share would only sustain Brother for so long, so EGC brainstormed ways to help Brother develop a whole NEW customer – a fashion-oriented twenty-something that could sustain a 50+ year relationship with Brother. In a "make it work" moment, EGC brokered a deal with the popular reality TV Show Project Runway, where Brother became their sole sewing sponsor and entered into an exclusive licensing agreement.

THE FINISH LINE:

For six seasons (and counting), Brother has been seen by 2+ million prospects each week, delivering reach and brand equity that could not be achieved with a typical media buy. As a result, a new generation of sewers is entering dealer stores, and sales of entry-level machines, Project Runway-branded machines and requests for sewing classes have grown every year since the partnership began.