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Case Study© 2022

#makeitfeelright

Make it feel rightAustria© 2022

Using content and influencer marketing to drive B2C demand for a sustainable fiber brand

TENCEL™ is a global sustainable fiber producer leading the movement in reducing waste and promoting responsible ‘eco-fashion’. For this content marketing initiative, we created an integrated, turnkey digital activation campaign that aimed to raise awareness of the drastic environmental impact of our fashion choices, empowering consumers to make more informed and sustainable purchase decisions that would drive further sales for TENCEL™.

The #MakeItFeelRight campaign was a huge success. With the objective to raise awareness for sustainable fashion ingredients and drive sales for TENCEL™ – a sustainable fiber brand, we strategized and created an online campaign that involved more than thirty digital influencers, seven videos, and twenty articles. We were able to garner visible footprint for the campaign website, as well as massive engagement across social media, connecting a B2B tribe to their end-users in a B2Me approach.

474k engagements
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.

30+
influencers

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.

50+
content
pieces

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.

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