| Title | SHAREWEAR |
| Brand | VISIT SWEDEN & THE SWEDISH INSTITUTE |
| Product/Service | RECYCLABLE FASHION COLLECTION |
| Category |
C02. Use of Social in a PR campaign |
|
Entrant
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PRIME Stockholm, SWEDEN
|
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Idea Creation
|
PRIME Stockholm, SWEDEN
|
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Media Placement
|
PRIME Stockholm, SWEDEN
|
|
PR
|
PRIME Stockholm, SWEDEN
|
|
PR 2
|
WEBER SHANDWICK Manchester, UNITED KINGDOM
|
|
Production
|
FLIP-FLOP INTERACTIVE Stockholm, SWEDEN
|
|
Additional Company
|
VISIT SWEDEN Stockholm, SWEDEN
|
|
Additional Company 2
|
THE SWEDISH INSTITUTE Stockholm, SWEDEN
|
|
Additional Company 3
|
ASSOCIATION OF SWEDISH FASHION BRANDS Stockholm, SWEDEN
|
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Additional Company 4
|
SWEDISH FASHION COUNCIL Stockholm, SWEDEN
|
|
Additional Company 5
|
ACCOMPLICE Stockholm, SWEDEN
|
Credits
| Sofia Kinberg |
VisitSweden |
Global Marketing Director |
| Jenny Jonevret |
VisitSweden |
Project Manager |
| Lisa Larsson |
Swedish Institute |
Deputy Head of the Communications Unit |
| Jenny Bergström |
Swedish Institute |
Project Manager at the Department for Intercultural Dialogue |
| Henrik Selin |
Swedish Institute |
Head of the Department for Intercultural Dialogue |
| Shirin Hirmand |
Prime Weber Shandwick |
Account Director |
| Magnus Klang |
Prime Weber Shandwick |
Art Director |
| Olle Thunberg |
Prime Weber Shandwick |
Digital Director |
| Louise Sallander |
Prime Weber Shandwick |
Media Relations Specialist |
| Cecilia von Beetzen |
Prime Weber Shandwick |
Junior Consultant |
| Gunilla Grubb |
Association of Swedish Fashion Brands |
Director, Events and Communications |
| Elin Frendberg |
Swedish Fashion Council |
CEO |
| Pär Thunberg |
Accomplice |
Developer |
| Nicolas Hornewall |
Accomplice |
Production Manager |
The Campaign
Our idea was simple: Instead of throwing your clothes away once you’re over them, you could give your clothes the chance to fall in love with someone new. So together with seven of the most prominent Swedish fashion brands we launched ShareWear – a ready-to-share collection of Swedish fashion pieces that you can borrow for free. The catch? You have to share the items forward.
ShareWear is a co-created collection aiming to make ready-to-share the new ready-to-wear. The collection have been created by some of the most prominent fashions brands in Sweden, including Filippa K, Hope, House of Dagmar, NIKOLAJ d'ETOILES, Uniforms for the Dedicated, Weekday and Whyred.
Execution
The collection was launched on Instagram using #sharewear. The first person who commented on a photo of the item got to borrow it for a week. Once the week was over, the user shared the items forward by uploading a photo to Instagram and handing it over to the first person who commented. The ShareWear collection is also available in a digital showroom at Sharewear.se where fashion-sharers can learn more and browse the different items.
We employed a trickle down media strategy targeting elite media in relevant segments, allowing our initiative to filter down. To spark discussion we invited journalist to take part in the initiative and try out the item available in their city. This launch plan was executed on January 20, 2016, a few days before Swedish fashion week.
Outcome/awareness: The ShareWear collection consists of 30 original items but people are also encouraged to contribute to join the movement by sharing their own clothes. And people from all over the world are joining. From Australia to Albania people are sharing their clothes using the hashtag #sharewear.
Knowledge/consideration: Since the launch in mid January the initiative has spread from Sweden to more than 100 countries and generated 340 000 000 in reach and more than 400 articles including top medias such as Fast Company, Quartz, Independent, HuffingtonPost, Telegraph, Elle and Harper’s Bazaar calling it “a disruptive take on fashion” and “a genius plan”.
The Situation
The aim of ShareWear is to raise awareness of the fact that people throw away their old clothes, even though they could be recycled, reused or repurposed. The ShareWear collection raised awareness of the issue and inspired people to throw away less and share more. Some of the world leading medias called it “a disruptive take on fashion” and since the launch initiative has spread from Sweden to more than 100 countries. It has generated 340 000 000 in reach and more than 400 articles including top medias such as Fast Company, Quartz, Independent, HuffingtonPost, Telegraph, Elle and Harper’s Bazaar.
The Strategy
Three success factors:
1) Context: Tapping into current discussion about million tons of textiles are thrown away each year globally and Swedish fashion brands being seen as in the forefront of sustainability with a long tradition of working with sustainability in terms of ethics, working conditions, the production process and business models.
2) Targeting: Individual targeting of key journalists within fashion and sustainability to spark discussion. In order to secure a reach in social media, we teamed up with creative influencers such as actors, models, tv-hosts and bloggers in prioritised markets (Sweden, Finland, Denmark, Norway, England, United States, Germany, France, Spain, Italy, Russia and China) and launched the ShareWear collection on Instagram.
3) Agenda: Lunching during fashion week to take an active role in current debate that people throw away their old clothes, even though they could be recycled. Inspiring people to throw away less and share more.