HAWKERS SUCCESS

In this second post, I will talk about a successful company that in just 6 years has grown remarkably, making a dent in its sector and competing against major brands such as Oakley or Ray-Ban.

Hawkers is one of the leading startups in Spain, after achieving a turnover of 60 million euros last year, in its fifth year, in addition to having raised a round of financing of 50 million.

It is a company that sells sunglasses. This company was founded by four friends who met in a course a few years before. After having failed with another company due to lack of money, they decided to create branded glasses but at a cheaper price. And so Hawkers was founded with an idea similar to that of ZARA, but with sunglasses.

Says one of the founders. "The business was getting better, everything they entered reinvested it in online advertising to grow." summer of 2016”.

Another of the keys to its success was to combine models of modern and fashionable glasses with colored crystals, with models that triumphed years ago and have already lost the patent.

According to the book written by one of them, they just needed to create brand value, what they call “prestige transfer”. For this they decided to choose Jorge Lorenzo, a professional motorcycle rider, as the image of the brand, giving him 50% of the company.

Once consolidated their success, they have opted for an international expansion. Currently, Hawkers glasses can be purchased in 140 countries, following a different commercial strategy in each destination. Currently, only 35% of sales are produced within Spain, and the founders say they want this percentage to be lower in the future.

WHOOPER SACRIFICE

In this post I will comment on a marketing campaign that triumphed more than expected and was made to achieve this success.

To start, let's talk about the Burger King company. Is an American global chain of hamburger fast food restaurants. Headquartered in the unincorporated area of Miami-Dade County, Florida, the company was founded in 1953 as Insta-Burger King, a Jacksonville, Florida – based restaurant chain. After Insta-Burger King ran into financial difficulties in 1954, its two Miami-based franchisees David Edgerton and James McLamore purchased the company and renamed it "Burger King”.

After introducing a little the company we will talk about the campaign that Crispin Porter & Bogusky carried out at the beginning of the year 2009. On this occasion a proposal was launched in which if you eliminated 10 friends from Facebook you were given a gift of a Whopper totally free. It consisted of registering on the website whoopersacrifice.com and through an application connected with Facebook. When you chose your friends to be eliminated, your photo burned out.

 This very entertaining campaign lasted only 10 days since its launch. The campaign had to be withdrawn for a violation of user privacy. Since they sent a message to those friends you had deleted in exchange for a whooper. Facebook was forced to do so before the wave of people who followed this campaign.

In these 10 short days Burger King distributed more than 20,000 hamburgers. The benefit of this campaign was mainly to gain great brand recognition among customers and non-customers.

The teaching of this campaign for the other companies, is that it is not necessary to invest large amounts of money in advertising, which can cost you 20,000 hamburgers, but to know how to use the medium and the appropriate tools to impact users.

SPOT WHOOPER SACRIFICE