20.5m social reach
As a fashion ingredient brand, TENCEL™’s marketing efforts have been primarily focused on the B2C sector. In what is deemed a “B2Me” approach, our goal for this campaign was to appeal to TENCEL™’s end-consumers, which will in turn drive demand from TENCEL™’s primary consumers. Aligning with TENCEL™’s unique positioning statement of ‘Feels so right,’ the #MakeItFeelRight campaign was born.
We strategized to reach consumers through visible video content pushed through different digital influencers through a variety of social media platforms, enhanced by online advertising and the encouragement of likes, shares, and reposts. From these videos, consumers were then driven to the campaign website, where they encountered further content that served to educate and raise awareness of the need for sustainable fashion alternatives. Finally, with the newsletter subscription system, we will be able to retarget these consumers.
As we worked with over 30 digital influencers, our story was disseminated to multiple channels through posts and videos, including to Instagram, YouTube, and Facebook as well as featured in articles by publishers such as Vogue and Bazaar. The results – we were able to amass key performance indicators of over 474,000 in engagement, and 20.5 million in social reach. In doing so, we reached our goal in helping TENCEL™ promote positive conversations surrounding sustainability, gain more B2B traction by appealing to its end-consumers, and ultimately, drive growth in sales.
The #MakeitFeelRight website was the main funnel towards which we directed all marketing efforts. From the website conception through to design and activation, we created over 50 content pieces, including facts, articles, videos, graphics, and infographics. From the campaign website, all visitors will be able to easily experience the devastating impact of the current fashion industry through bold images and strategically placed statistics, as well as delve into more information as they see fit. Furthermore, the website also served as a lead-generator, as interested consumers may subscribe for more information.