Opportunity

LAUNCH REPLAY’S APPROACH TO SUSTAINABILITY

Launch of Replay’s Re-Used denim collection, to highlight Replay’s proactive approach to sustainability and start a discussion about recycling and manufacturing in the most environmentally responsible way.

Cultural Insight

FAST FASHION UNDER SCRUTINY FOR WASTE

The Fast fashion is increasingly viewed as the antithesis to sustainability, due to the short life span of its garments and the materials used which lay waste in landfills for eternity.

Consumer Insight

INTEREST IN CIRCULAR ECONOMY

Growing interest from consumers about how their fashion purchases can contribute to the circular economy via buying better quality garments and recycled materials.

Brand Insight

REPLAY = REUSED

Re-USED Jeans provide comfort, durability and are made using a sustainable approach.

Idea

SECOND LIFE

Re-play is giving denim a second life for a greener future, with Re-Used Denim. Visuals beautifully juxtaposed with skin, implying the beauty and resilience of a second skin.

Execution

A suite of culturally relevant content including hero visuals, styling tips, education about re-used technology. (static and dynamic banners, social media carousels, dynamic banners)

Digital media strategy to amplify by finding and engaging with the right target audience across the entire digital funnel (domination display, programmatic, social media)

Results

By creating coherence between media goals and creative asset production,  using data as the unifier there is greater personalization of  messages relevant to needs and interests of different audiences.

KPIs met and exceeded expectations at each step of the digital path.
10 MIO video viewers reducing by the 70% the forecasted cost per view
97% of New visitors to Replayjeans.com
CTR higher than Replay historical data and averages in the vertical
+57% of generated revenues compared to estimations
4,7 ROI