Epson
Positive Change is Serious Business.
We helped 73% to pledge to make a concerted effort to reduce their clothing waste.
The details.
Epson
Fashion Play
The brief
Show that Epson is so much more than a paper printer by achieving mass coverage around its sustainable textile technology (Dry Fibre Technology).
How we made positive changeIn response to findings that 216m pieces of children’s clothes go to landfill each year, we collaborated with award winning designer, Priya Ahluwalia - Vogue cover star and poster child for sustainable fashion – and reimagined real runway designs in miniature to create a first-of-its-kind doll-sized fashion collection using textile waste.
What we delivered- Behaviour change
- Idea generation
- Media relations
- Paid social planning
- Partnership marketing
- Positive change
- Research and analysis
- Social media
Impact in numbers.
40%
of coverage in tier 1 titles
359
pieces of pan-European coverage
74%
agree that Epson is more than a paper printer brand after seeing coverage (vs. 29% before)
73%
will make a concerted effort to reduce their clothing waste
100%
of coverage positioned Epson as a tech innovator driving positive change in fashion
62%
of 1,000 post campaign respondents said they feel more positively about Epson
8.97%