Valin Confection

"Fits the misfits"

Founded in 2012 in Quebec City, Valin Confection is a young start–up that specializes in tailor–made, high–quality yet affordable suits for men. Valin was looking for a way to rapidly gain awareness in Quebec and distinguish itself from the many, sometimes large established tailors and clothing retailers.

The campaign was aimed primarily at young professionals and graduating students in the Quebec City region, who want to make a positive impression as they enter the marketplace. Through Portage, a non–profit organization that rehabilitates and reintegrates substance abusers, Valin reached out to six ex–addicts and offered each of them a tailor–made suit to help them change the generally negative perceptions of employers during job interviews.

This approach positioned Valin suits as quality garments that can be worn by the "everyday man" and contribute to self–esteem and, ultimately, personal success. By promoting its products in a way that contributes to a greater good, it funnelled human values – starting with empathy – into the brand.

Budget limitations led Lg2 to focus on a web video on YouTube and the Valin website. A small performance buy helped reach a targeted audience in the Quebec City region during the launch phase.

Indoor advertising in nearby campuses was used as a supporting channel to reach young professionals and graduating students, and drove traffic to the video.

The video was viewed over 20,000 times in two weeks and, most importantly, helped the brand earn $300,000 in media impressions. Each rehabilitated ex–addict that Valin dressed up landed a steady job in his field as a result of this initiative and has remained sober ever since.