Cotton

Overview

How to transform Millennials’ brand perception of cotton from a socks-n-sweats staple to a chic wardrobe must? Cotton Incorporated, representing America’s cotton producers and importers, needed to know.

To show fashionistas that their product really is The Fabric of Our Lives®, we used cotton’s magical key attribute – versatility – to create an experiential extravaganza: the world’s only 24-hour runway show for a truly 24-hour fabric.

Featuring 70+ retailers and a model showcasing a fresh look every single minute, Cotton’s 24 Hour Runway Show engaged consumers on-site, online and in stores, including a post-show digital campaign “Shop the Runway.”

Objectives

• Push the brand’s message of versatility even further.
• Expand social and digital integration of the campaign to embody a truly “witnessed by few, experienced by many” approach.

Insight and strategy

Fashion is one of the most crowded markets. Many people identify their look with their region and look to bloggers as the style champion of their communities. To engage people across the country, we needed to tap into America’s style.

Experience

We partnered with People.com to livestream the show on its homepage as a People StyleWatch feature. Our fully integrated influence strategy ensured top fashion bloggers and their Millennial fans rallied regional participation in a pre-event competition that had street-style clotheshorses posting about cotton across multiple social media sites – boosting Cotton’s long-term following on Pinterest, Twitter and Facebook.

Scope

• Influencer strategy
• Digital campaign
• Social media campaign
• User-generated content