Fashion Sustainability Campaign
Project Type
Multi-channel ad campaign
Client
Infor Global Solutions
Roles
Messaging strategist, primary copywriter
Overview
Goals
The goal of this multi-channel ad campaign was to develop paid and organic ads across a variety of channels, driving email sign-ups at the awareness and consideration stages of the marketing funnel.
Challenges
The challenge in this project was to develop a creatively daring ad campaign that boasted a new messaging framework, appealed to all stakeholders, and most importantly, drove conversions.
Role
In addition to serving as the team’s primary copywriter, I helped plan and develop the messaging strategy and editorial calendar. Imagery and copy was developed in live Figma sessions alongside stakeholders to monitor and implement feedback in real time.
Building the message
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Sustainability is a hot-button issue in the fashion industry. Campaign messaging was developed to speak directly to C-suite execs and decision-makers in the fashion industry who view software as a way to build sustainable fashion supply chains.
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How do you change a brand’s status quo when millions of dollars and dozens of stakeholder reviews have already gone into approving existing messaging? You start with the experts.
Before developing specific messages, I interviewed multiple subject matter experts at Infor to get to the heart of sustainability. The goal was to find a message that felt specific to fashion industry experts, but would also stand out in a sea of other ads.
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To demonstrate Infor’s expertise in fashion sustainability, we leveraged pre-existing collateral to tell a centralized campaign story. By directing our ads to gated resources like ebooks, industry briefs, and product brochures, we attracted new leads by offering insightful thought leadership from Infor experts.
Platforms covered
LinkedIn • Email • Google • Facebook • Twitter • Instagram
Results
The campaign surpassed set KPIs by a wide margin, more than tripling target engagement rates and garnering the most form fills of any preceding campaign.
The eight-person team behind the campaign won Infor’s inaugural Team of the Quarter award.