DROP THE SHOP
INFO
CASE STUDY CLIENT
Greenpeace
My RESPONSIBILITY
digital campaign, UI design, visual identity, SoMe strategy, marketing
TYPE
Group project for KEA
OVERVIEW
Like many other NGO’s, Greenpeace was struggling to reach younger generations. They wanted us to investigate the market situation, competitors and marketing opportunities to expand their target audience. The key focus was to create an effective campaign targeted for young millennial based on an in-depth target group analysis. The topic of the campaign was fast fashion.
CHALLENGE
Create a digital campaign tailored for young Danish millennials, to raise awareness of the consequences of fast fashion, in particular the unsustainable amount of water that is used in fabric production.
SOLUTION
Greenpeace will use digital media to establish itself as a part of the ‘alternative’ subculture, present an alluring lifestyle on social media and outline clear and achievable goals the audience can follow.
THE QUIZ
Due to the fact that the target audience is lacking tangible knowledge showing how their individual contributions affect the environment, the campaign will provide an online quiz where they can discover their personal impact. The quiz results will create a personalised selection of tips and improvements.
CELEBRITY INFLUENCERS
Even though younger celebrities do not tend to work with NGOs as often, they are more powerful in creating trends within the fashion industry and thus will be able to make an impact at the core of the problem. Moreover, celebrities will be attracted to partnering with Greenpeace to improve their image. These influencers will bridge the gap between Greenpeace and the target audience by reaching out to them through the mobile devices that are in their pockets.
On Instagram, celebrities will post images of themselves in sustainable clothing, tagging where they have purchased it, as well as events where they have worn the exact same outfit. The purpose of these posts is to disrupt the generally accepted behaviours prominent in social media such as, never repeating an outfit, treating oneself with excessive purchasing and treating shopping as a hobby. The hashtag #droptheshop will be used to connect user generated content and allow the audience to become involved in the campaign.