LenzingCo-marketing Campaign, Design, AdvertisingCrossing-over to B2C is a dream of many B2B brands, but Lenzing’s TENCEL® fiber has been making prêt-a-porte more comfortable and sustainable for years already. The brand was ready to cross the chasm. Mavens of style were ready to hear that it’s thanks to Lenzing’s TENCEL that they love their favorite pair of jeans so much. We imagined and designed a ShopStyle Shop that featured premium denim brands, drove traffic to the shop via advertising, email and social, and amplified awareness with content from the most chic bloggers and editorial sites. |
SERVICESProgram Strategy & PlanningPartner Brand Pitching Campaign Design Messaging Advertising Social Media Email Promotion Campaign Management INDUSTRYReady-to-Wear Fashion |
To make a measurable impact on traffic, a modest advertising campaign simply wouldn’t do. We devised a multi-tiered inbound strategy, tapping fashionsta.com and Refinery29 with advertising buys, written content and social media
Participating brands joined in with custom-made creative for their Instagram and Twitter accounts, and with their own blog content.
We couldn’t leave the B2B market in the dark with what we were doing. After all, more consumer awareness means more demand for TENCEL-based denim – their products. Bringing the B2C campaign to Lenzing’s traditional marketing environment reminded the industry that Lenzing was a market maker and leader.
Partnering with a handful of highly-trafficked fashion bloggers added unique voices to the campaign. Their perspectives added a testimonial authenticity, and their passionate audiences resulted in massive traffic numbers – but more importantly, put Lenzing's TENCEL into the lexicon of the fashion-forward for the first time.
Additional Thoughts“Armchair were thoughtful and consultative. They created a beautiful and successful campaign, and helped us to understand how to think about measuring that success. The campaign earned over 2 million impressions in about three weeks… We couldn’t have asked for better. This was an important first step for us in B2C marketing.” |
TRICIA CAREY
Director of Global Business Development, Denim at Lenzing
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