CASE STUDY: Lenzing (Tencel)
B2B Support and Consumer-Facing Initiatives
TENCEL™ , a premium textile brand under the Lenzing Group, has been a leading force in sustainable fashion and lifestyle. Derived from renewable wood sources, TENCEL™ fibers offer a range of features from sustainable production and biodegradability to long-lasting softness and enhanced breathability.
Notable brand partners of TENCEL™ include Reformation, Allbirds, J.Crew, Gap, Athleta, West Elm, Pottery Barn, Mara Hoffman, Levi’s, Patagonia, Madewell, Bearaby, 3×1, and more.
AMP3 was brought on to continue to support their B2B operations by educating their brands on how to share their sustainability messaging through marketing, digital & social tactics. We were also brought on to create and conceptualize consumer-facing campaigns – something TENCEL™ had never done before. AMP3 helped bring the TENCEL™ brand to life by driving consumer awareness through events, B2C social media implementation & social giveaways, and consumer facing activations including an Earth month campaign, an influencer campaign , and more. The goal was to create consumer understanding and demand, so that more brands commit to using TENCEL™ in production.
SOCIAL MEDIA STRATEGY
Over the past 9 months, AMP3’s main goal has been to help drive consumer awareness and demand for clothing & home textiles made with TENCEL™ branded fibers. We work with TENCEL™ client brands that use their fibers to incorporate and bring the TENCEL™ sustainability ethos into their marketing & storytelling. The ultimate goal is to make TENCEL™ a household name that consumers demand from the brands that they love. A secondary goal has been to launch and grow their B2C social media presence. And a tertiary goal has been to develop more ways for TENCEL™ to reach the consumer directly.
SOCIAL MEDIA RESULTS
Created @Tencel_USA Instagram Channel in March 2019. This is the first U.S. based platform which had previously been folded under the TENCEL global channel.
TENCEL Challenged us to meet the same growth (followers) rate as the @Tencel_Europe account (their fastest growing account) in our first three months, which we surpassed by 33%.
We’ve conceptualized and implemented all content from copywriting to scheduling, and handled all community management and paid social advertising.
The consumer friendly content, copy and vision we've created for TENCEL_USA is now being integrated across international TENCEL Channels by the global head of social media for Lenzing.
EARTH MONTH EVENT STRATEGY
On April 3rd, AMP3 helped TENCEL™ kick off their Earth Month campaign with a launch event for media, influencers and TENCEL™ partners. Hosted at the new Hudson Yards in NYC at the SAP Leonardo Center, the event included a 30 minute panel discussion on “The Future of Sustainable Fashion & Textiles” with panelists including:
Kerry Bannigan – Founder, Conscious Fashion Campaign
Tolu Olubunmi – Advisor to the United Nations Sustainable Development Group
Andreas Dorner – Regional Commercial Director Textiles E&A, Lenzing
Nora Shaughnessy – Sustainability Director, BN3TH
Over the course of the 2 hour event, and in addition to the panel, each participating brand was able to have a product showcase and representation onsite for one-on-one time with media & influencers, and guests were able to enjoy cocktails and lite bites.
Notable press attendees included: WWD, Sportswear International, Rivet, Good Housekeeping, Sourcing Journal, Textile Insight, Forbes, Bold TV, and The Knockturnal, and Notable influencer attendees included: Sarah Gallazzi, Sasha Hart, Diego Leon, Baylie Willborg and Lauren Mayhew.
AMP3 was able to secure the coveted venue for free due to a relationship with the UN and their mission to support initiatives that seek to achieve the UN’s Sustainable Development Goals (SDGs).
EARTH MONTH EVENT RESULTS
Placements/features in science and industry publications like Textile Insights, EcoTextile, Sourcing Journal, Business Insider, Textile World, EcoTextile, Home Textiles Today, and more
Placements/features in consumer lifestyle and fashion publications like Good Housekeeping, Forbes, Richard Magazine, the Daily Beast, Elle, WWD, and more.
Total Potential Audience around the Earth Month Campaign: 47,609,317
EARTH MONTH EVENT HIGHLIGHTS
EARTH MONTH SOCIAL STRATEGY
During the month of April, AMP3 continued expanding TENCEL™’s new consumer facing efforts through the creation and launch of a social based Earth Month campaign: #FromTreesForTrees.
The main objective of the campaign was to build consumer awareness around the TENCEL™ brand through an Earth Day (April 22nd, 2019) co-branding initiative. The campaign was a digital-only campaign partnering with seven client brands including Bearaby, Bleusalt, Malouf, Triarchy Denim, Boyish Jeans, BN3TH, and HOOT. Together we embarked on a tree-planting initiative with One Tree Planted, a U.S based non-profit that plants trees around the world in areas affected by forest fires and floods. Specifically for this partnership, TENCEL™ was inspired to work with One Tree Planted to donate trees and replant forests that were recently ravaged by the 2018 California wildfires.
For this campaign, the 7 brands committed to donating a minimum of $1K each in support of the replanting, with TENCEL™ matching their donations. The campaign ran from April 1st – April 30th on the TENCEL™ website and included the activation of an influencer campaign encouraging consumers to engage with all #FromTreesForTrees posts, across all participating brands & influencers. Every 50 likes on a post equaled the donation of an additional tree to One Tree Planted. Each purchase of a product also equaled 1 additional tree planted. With the support of our client partners, we also executed consumer facing email blasts, and hosted a press event & panel discussion on April 3rd to launch the campaign.
To increase the reach of the campaign, we also tied it to the TENCEL™ global “Make It Feel Right” campaign and encouraged the other TENCEL™ channels to share info about the campaign to consumers globally.
EARTH MONTH SOCIAL RESULTS
Over 245,000 likes across Instagram
Over 3,500 Earth Month driven purchases with participating client brands
A total tree donation of 22,000 trees to the One Tree Planted organization (exceeding the goals of 15,000 trees planted)
INFLUENCER MARKETING STRATEGY
During the Fall of 2019, AMP3 implemented an influencer campaign where numerous influencers were gifted 100% biodegradable TENCEL™ lyocell t-shirts to help promote the brand’s mission to raise awareness around sustainable fashion.
Working with both unpaid and paid influencers, we seeded t-shirts to over 40 influencers across the country, and over 20 editors, in hopes that they would share TENCEL™’s message and promote more sustainable shopping practices.
The campaign was hugely successful, with over 50 in-feed posts and stories so far. Followers across all participating influencers expressed interest and excitement in this mission and a more eco-conscious lifestyle. Some feedback included:
- “Couldn’t agree more, I’ve been definitely trying to be more conscience about this recently.”
- “Excellent! We need to think about the planet.”
- “It’s such an important cause, love shopping sustainable.”
- “That’s a good thing. We all should rethink our daily life! Thanks for spreading!”
The overall goal of this campaign was to spread awareness amongst consumers through these influencers, and as a result of the high level of interest in the campaign and in the t-shirt itself, we were also able to run an Instagram contest to give away some of the shirts directly to consumers.
TOP INFLUENCER PLACEMENTS
Over 20 Editors were gifted shirts
Over 40 Influencers were gifted shirts
Roughly half of the influencers were paid
Over 65 in-feed IG posts and IG stories have resulted so far
Over 30,000 likes and comments on in-feed posts
Total Potential Reach = over 2 Million