Challenge & Solution
Brazen was asked to promote Dr. Beckmann’s InWash products via the brand’s new initiative ‘Wear More, Waste Less’ – a mission to encourage the nation to shop pre-loved fashion, reduce clothing waste and make their wardrobes last longer.
Key insight: more than half of over-45s admit they never wear second-hand items. So we opened the doors to Dr. Beckmann’s first pop-up clothing Swap Shop to show the UK how you can revitalise old garments and bring them back to life.
Working with stylist and TV presenter Lisa Snowdon, we encouraged crowds of savvy Londoners to come to Oxford Street with their unwanted clothes and learn how to freshen up their wardrobes, with all donations on the day being gifted to charity Save the Children.
We created an engaging video with Lisa and issued across traditional & social media, alongside a supporting news story revealing ‘Brits’ Biggest Second-hand Clothing Setbacks’ to inspire the nation to ‘Wear More, Waste Less’.
Cue a clean sweep of media coverage & swell of social conversation for this CSR initiative for Dr. Beckmann.
Results & ROI
- 100+ PR hits = +416% increase on KPIs
- 100M+ OTS surpassing our KPI by +445%
- 90% key brand messaging
- 88% website link
- 96% stand-alone articles
- 26K+ plays of Lisa’s IG Reel and 18 influencer social hits