474k engagements
20.5m social reach
As a fashion ingredient brand, TENCEL™ has primarily concentrated its marketing efforts on the B2C sector. Embracing a 'B2Me' approach, this campaign aimed to engage TENCEL™’s end-consumers, which in turn would stimulate demand from TENCEL™’s primary customers. In alignment with TENCEL™’s distinctive positioning statement, 'Feels so right,' the #MakeItFeelRight campaign was launched.
We devised a strategy to reach consumers through prominent video content distributed by various digital influencers across multiple social media platforms, supplemented by online advertising and the promotion of likes, shares, and reposts. These videos directed consumers to the campaign website, where they encountered additional content designed to educate and raise awareness about the need for sustainable fashion alternatives. Finally, through a newsletter subscription system, we can retarget these consumers.
30+
influencers
Collaborating with over 30 digital influencers, our story was shared across multiple channels through posts and videos on Instagram, YouTube, and Facebook, and featured in articles by publishers like Vogue and Bazaar. The outcome was impressive – we achieved key performance indicators of over 474,000 in engagement and 20.5 million in social reach. By doing so, we met our objectives of helping TENCEL™ foster positive conversations about sustainability, increase B2B traction by appealing to end-consumers, and ultimately, drive sales growth.
50+
content
pieces
The #MakeItFeelRight website was the primary funnel for all our marketing efforts. From its conception to design and activation, we developed over 50 content pieces, including facts, articles, videos, graphics, and infographics. On the campaign website, visitors could easily witness the devastating impact of the current fashion industry through striking images and strategically placed statistics, and explore additional information at their discretion. Additionally, the website functioned as a lead generator, allowing interested consumers to subscribe for further information.
