Hacking a new collection
Do we really need so many new collections while there are tons of reused products that are just as good?
To continue promoting a more conscious way of consumption we also decided to launch a new collection - yet another one - only to hack it. Together with the sustainable fashion designer Moisés Nieto.
Key results:
164 PR Hits
186M impressions (+20% over target)
+ 57% positive sentiment in social media reaching a new record
Sold out in less than 1 week
+ 2,6% CRM listed items uplift VS control group
+ 5,5% ad recall uplift
Thinking and art direction: Ana Seró
Thinking and copywriting: Carlos Gómez, Ángela Garcia
Creative manager: Natacha Cano
Project Manager: Marta Lázaro
Production: Andrea Ares
VP of brand: Rubén Navarro