Waste2Wear: publicity with a sustainable message
The more people know that you can make something beautiful out of plastic bottles, the greater the demand for them, the more plastic we can retrieve from the sea and landfills for recycling, was Waste2Wear’s reasoning. And so the company approached De Wolven with the question: can you support us in generating brand awareness for Waste2Wear and the Ocean Plastic Project. In the Waste2Wear | Ocean Plastic Project, companies partner to clean up the oceans. Part of the project is a collaboration with six major retailers including Wehkamp, Joolz, Claudia Strater and Oilily. Nearly 600,000 bottles were retrieved from the ocean and 1,400,000 from landfills to make jackets, dresses, pillowcases and more for these brands’ fall/winter collections.
Approach: knowledge of diverse media
An interesting part of the Waste2Wear | Ocean plastic Project was the collaboration between the major retail chains. This news was of interest not only to fashion media but also to lifestyle, news, sustainability and entrepreneurial media. The different types of media were approached with a customized story, with the angle being adapted each time to the interest of the medium’s corresponding target group. De Wolven also worked with online marketing agency Digital Movers to convert the generated publicity into conversions to the website.
Result of media approach: dozens of publications
Not only was director Monique Maissan frequently interviewed (including Trouw, BNR, Duurzaam Bedrijfsleven) but publications and items appeared on RTL Z, RTL Nieuws, Textilia, Bright, Fashion United, Retail Detail, Duurzaam Ondernemen, radio program Evers Staat Op and Sprout.
"Sustainable companies that want to make the world a bit more beautiful (and cleaner) are what make our Wolf hearts beat faster. We were able to help Waste2Wear by being critical of the right media angle. The company has many interesting things to say, but we filtered and focused on one clear message. By conveying a clear story to the various media with a tailored approach that suits their constituency, we were able to score well. In other words, tailor-made!"
Marre de Visser, Senior PR Advisor