Material Matters
Fall / 2022
KIND: awareness campaign / illustration / social media / print design
Material matters is a concept campaign for sustainability, focusing on the importance of the kinds of materials used in the fashion industry and beyond. In order to tackle such a big issue, the campaign focuses on raising awareness as well as encouraging people to take small steps in being sustainable. The campaign would be sponsored by the brand Baggu, a reusable bag company who has been very open about their efforts in sustainability. Being a trendier brand, Baggu would increase the reach of the campaign. As a way to get people involved, Baggu would host various pop-up shops throughout the campaign. There, people could bring their old clothes to be recycled, in exchange for a limited-edition reusable bag.
THE GOAL:
Encourage people to be more consious consumers, educate them on how products’ material has an impact on the planet, and what it means to be more sustainable.
THE INCENTIVE:
For the campaign, Baggu will host a pop up shops in multiple cities across the U.S. There, people can bring in their old clothing to be recycled in exchange for a limited edition reusable bag.
FURTHER AWARENESS:
Further information on sustainability and recycled materials will be available at the pop up. People can take home a printed booklet with information from the campaign.
01 - social media campaign
POSTS:The first way that people will be made aware of the campaign is through the brand’s instagram. The social media campaign consists of 9 posts.
INFO:There is a variety of content for each post: city-specific sponsored ads, information about the pop up event, and information about sustainability.
GOAL:The posts are designed to get peoples’ attention and get word out about the campaign, ultimately leading them to the website to sign up for the pop up.
The first way that people are going to hear about the campaign is through social media. Keeping in tone with Baggu’s established online presence, the campaign will be advertised through a series of gifs. Some focusing on the limited edition pattern for the event, others more specific to the cities of the pop-up locations. Each post is intended to get people excited about the campaign, and ultimately direct them to the Baggu website to sign up for the pop-up.
02 - website
LANDING PAGE:
Once people are directed to the website, the first thing they’ll see is information about the campaign.
Once people are directed to the website, the first thing they’ll see is information about the campaign.
INFO:
Important details about the pop up events will be available, including specific dates and cities.
Important details about the pop up events will be available, including specific dates and cities.
GOAL:
People will be prompted to enter their email as an “rsvp” to the pop up in order to gauge reach of the campaign.
People will be prompted to enter their email as an “rsvp” to the pop up in order to gauge reach of the campaign.
03 - invite
EMAIL:
After entering their information on the website, participants will receive an email invite to the pop up event.
After entering their information on the website, participants will receive an email invite to the pop up event.
INFO:
The email will include information specific to the participants’ city, including instructions for the clothing exchange.
The email will include information specific to the participants’ city, including instructions for the clothing exchange.
GOAL:
The email will be the last step in encouraging people to participate and join the campaign.
The email will be the last step in encouraging people to participate and join the campaign.
04 - pop-up event
INFO:
At each pop up location, people will participate in the clothing exchange and receive their bag.
At each pop up location, people will participate in the clothing exchange and receive their bag.
GOAL:
The pop up event (with the help of the incentive of a free bag) will get people to be more concious of sustainable production, and slowly begin implementing those practices as a consumer.
The pop up event (with the help of the incentive of a free bag) will get people to be more concious of sustainable production, and slowly begin implementing those practices as a consumer.
05 - bag + booklet
BAG:
Bags will be given out to those who brought clothing to be recycled, featuring a limited edition print for the campaign.
Bags will be given out to those who brought clothing to be recycled, featuring a limited edition print for the campaign.
BOOKLET:
A booklet will also be available to take home with more information about sustainable production and consumption, serving as a reminder to people to implement those practices long after the campaign ends.
A booklet will also be available to take home with more information about sustainable production and consumption, serving as a reminder to people to implement those practices long after the campaign ends.
