Mark’s Work Wearhouse aims younger with ‘ReStyle’

The Canadian Tire-owned retailer expands its social media strategy to a younger demographic.

Traditionally focused on flyers for its media buy, Mark’s Work Wearhouse has launched an online contest and iPhone app aimed at reaching a younger demographic of 30- to 40-year-olds to promote its spring merchandise, Kristine Arcand, brand manager, Mark’s Work Wearhouse, tells MiC.

“Mark’s Work Wearhouse did some strategy work with Suitcase Interactive on the best way to launch in social media,” she says. “We decided after such a crazy winter, the timing for a different type of spring promotion was great.”

Suitcase, which is based in Calgary, handled both the media and the creative on the campign, which launched earlier this month.

The contest gives Mark’s Work Wearhouse customers a chance to win one of three themed vacation packages and a wardrobe makeover. Consumers can enter by visiting the company’s Facebook page, or and sharing a personal photo and story of why they are worthy of a “Restyle.”

The company is encouraging contestants to stay engaged with the brand and contest by giving out points and badges to the consumers who share their story and refer friends through their online social networks, says Ryan Gill, CEO, Suitcase Interactive.

“Mark’s Work Wearhouse typically spends all their marketing dollars on traditional media, mainly flyers,” he says. “They usually count impressions because they are dealing with flyers. We are interested in people talking about the brand rather than just counting how many flyers are on the street. They have built such innovation into their clothing that their media buying should reflect that.”

The “ReStyle” contest runs until June 15, when a panel of judges will choose the three winners. Promotion for the contest will run in Mark’s Work Wearhouse’s weekly flyers and on its website.