How We Broke the Internet
with a Silk Tie!
We pride ourselves on being bold at Pointman! We swing for the fences with all of our pitches, but nothing could have prepared us (or our Bay Street menswear client) for the Internet-breaking, international-headline-dominating success of the Dump Trump Tie Campaign!
When Toronto menswear designer Andre Vassi said he wanted to make a big impact for brand awareness and support charity, we created an ambitious PR campaign to ignite debate on both sides of the border. Vassi didn't want to take a side on the US Presidential election but he was willing to make a social statement about Trump's Character. The 'Dump Trump Tie' was born.
The ‘Dump Trump’ tie features small images of dump trucks on the front and a bold ‘Dump Trump’ statement on the back, giving Canadians the chance to weigh in on U.S. politics and potentially be an ‘Undercover Trump Dumper’. The idea was to keep the campaign very lighthearted and humorous.
We weren’t out to ignite political riots across the country. We were very specific in designing the story to land as a timely lifestyle piece to increase brand awareness for VASSI and engage his target market in a unique way…
$25,000 OF TIES SOLD IN LESS THAN A WEEK (FOR CHARITY)
MASSIVE INTERNATIONAL REACH
OF 116,000,000 IMPRESSIONS!
WEBSITE TRAFFIC BUMP
+ 5131 VISITORS DURING 4 WEEKS OF PITCHING!
357 Stories • 63 tV Hits • 31 Radio Hits
238 Online Hits • 25 Print Hits
Ad Value = $11,473,000
The results hit fast and hard, exponentially boosting sales and consumer enquiries. By the time VASSI’s ‘Dump Trump’ ties landed in store, it took just three days for all stock to sell out.
VASSI’s limited edition ‘Dump Trump’ ties are handmade in Italy using 100% silk. The ties are sold online and at VASSI’s First Canadian Place in Toronto at $100.00.
All profits from the first ‘Dump Trump’ collection will be donated to the Princess Margaret Cancer Centre, while profits from the second design will go to an American anti-bullying charity.