The Cashmere Collection proudly returned to a full-scale event this Fall. If you don’t know what the Cashmere Collection is, in a nutshell, it’s a cultural icon. For the last 19 years, Cashmere’s been showcasing original couture created with their bathroom tissue to raise funds in support of the breast cancer cause.
This year, they turned to Narcity to help tell the story of the twelve renowned Canadian designers, to talk about their designs and stunning fashion creations made with the Cashmere Ultraluxe Bathroom Tissue.
The goal of the campaign was to generate mass awareness of the Cashmere Collection event and engage the younger cohort of grocery shoppers to fall in love with the program. Encourage action by driving users to sign up to attend the event and vote for their favorite look with the Vote Couture for the Cure sweepstakes.
The strategy for this campaign was to create a 360-degree program that would drive mass awareness of the Cashmere Collection event, all while encouraging the Narcity audience to participate in the sweepstakes and invite them to attend the fashion show.
Two-fold Strategy:
Stage One: Drive awareness of the Cashmere Collection initiative and excitement for the event through engaging digital storytelling.
Through various creative formats, we piqued our audience’s curiosity and interest in the Cashmere Collection event by spotlighting the designers who are participating in the event and sharing their connection with the initiative. We video-interviewed all twelve Canadian designers in a video series called The Quilted Minute and shared these videos on social media. The videos also lived on the Fashion with Compassion Cashmere microsite on narcity.com.
Stage Two: Build off the hype of the event to echo the purpose of the initiative across the nation. While driving users to participate in the Vote Couture for the Cure sweepstakes.
With various tactics, we highlighted the impact of the event and showcased how those who may not have been able to attend the event could still participate in the initiative. The program included several editorial pieces in both English and French, social posts, a full Instagram Story takeover on @NarcityCanada Instagram account as well as a TikTok/Reel video recap of the fashion show.
Overall, the campaign was a success! We generated mass awareness of the Cashmere Collection event and created content that resonated with the Narcity audience. There was an authentic alignment amongst our core audience and it strengthened the positioning for Cashmere. This campaign also performed very well in terms of driving high reach amongst the Narcity audience with engaging, inspiring content - overall driving high brand awareness and strong engagement for Cashmere.
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