Levi’s Jeans, an international clothing apparel brand briefed dotGOOD to develop a campaign that not only educates consumers about sustainable fashion practices but also encourages them to donate their preloved jeans.
ENCOURAGING REUSE
Our aim was to create awareness and develop a scalable programme that highlighted the Levi’s “buy better, wear longer” positioning, as well as make a difference to inspire style seekers and curators across the country.
We reinvented the campaign “Get Rid Of Your Jeans For Good”, offering consumers an opportunity to donate any pair of jeans for discount off a new pair of Levi’s®. dotGOOD mobilised students from 23 different faculties at 33 tertiary institutions to create awareness of the campaign in their WhatsApp peer networks.
We then partnered with Clothes to Good, a social enterprise that provides tailoring and employment for people living in low-income communities, with particular focus on people with disabilities and their families. Clothes for Good was able to upcycle the others to create a limited-edition range of accessories and homeware that was sold at a pop-up store in Sandton City.
OUR ROLE
- Conceptualised the idea
- Negotiated the partnership with Clothes to Good
- Mobilised student awareness campaign
- Help to curate the product for the lifestyle pop up store
- Handled the logistics of the collection of jeans
THE CHALLENGE
- Develop a jeans collection campaign that highlighted the Levi’s “buy better, wear longer” purpose positioning.
- Source jeans recycling/upcycling partner, create talkability around the brand, drive footfall and sales.
- Draw student engagement.
THE OUTCOME
- More than a 1000 pairs of jeans were donated.
- Employment opportunities for Clothes to Good seamstresses (many of whom are mothers of children with disabilities)
- Return on Investment at the end of the campaign was 266%.
“South Africa has a strong fashion consumer base. It is our responsibility as a fashion outlet to produce our apparel sustainably and do our part in taking care of the environment.” – Candace Gilowey, Head of Marketing at Levi Strauss & Co
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WHAT PEOPLE SAY
“I can confidently recommend the professional, creative and accommodating dotGOOD team – they go above and beyond, no matter the task.”
Rehana Moolla
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