Clothing with a Conscious
A ZEN COLLABORATION
SUMMARY
Prana, a fashion retailer whose sustainable clothing and accessories are a favorite of the eco-conscious set, focuses on travel, adventure, and yoga gear.
Each time customers purchase a Fair Trade Certified™ product, they are directly supporting farmers and factory workers, helping them bridge the gap between a living wage and minimum wage. With an eye on fair trade and sustainability, the zen clothing company makes clothes that allow customers to look good while doing good.
DELIVERABLES
Prana engaged Full Plate Media for its summer 2018 fashion campaign with one goal in mind: to introduce its new seasonal line with a new brand message. The eco-retailer wanted its customers to know that clothing with a conscious doesn’t have to be dowdy or boring. Figure-skimming maxi dresses, hip-hugging stretch travel pants, and flirty bathing suits were introduced.
Full Plate Media worked with Prana to establish a social media campaign using the hashtag #ClothingForPositiveChange and reached out to bloggers to use as brand ambassadors. The campaign used models in travel, hiking, and climbing settings to demonstrate the purpose of the brand’s clothing and was a wild success. Full Plate Media also engaged the brand ambassadors to create sponsored blog posts to share their personal stories about the gifted clothing they received.
RESULTS
In total, the campaign generated 100K+ impressions online.
Bloggers and ambassadors shared 225 tweets with Full Plate Media’s tweets being the second highest-rated in terms of exposure, generating over 40K impressions from its content alone.
Overall, 124 photos were shared across all social media channels generating a total of 28,0378 likes and 1K+ comments.
In addition, to leveraging its social media channels, Full Plate Media used its keen story-telling abilities to produce a lookbook highlighting Prana’s newly released summer clothing line.
According to the clothing company’s public relations firm of record, the campaign generated a total PR value of approximately $75,000.
