Recently I worked on a #ShowYourStripes campaign across eCommerce, socials, email and physical product. The #ShowYourStripes visual was created by Professor Ed Hawkins, MBE (Climate scientist, University of Reading/NCAS). I led a campaign to repurpose this into a T-shirt to spark more conversations about the devastating impact of climate change and the urgent need for us all to take action. Liaising directly with Professor Hawkins and the content team at Everpress.
The ‘warming stripes’ are a visual representation of the change in temperature as measured over the past 150 years. The stripes turning from blue to red (from left to right) illustrate the rise in average global temperatures by 1.2°C from 1850 until today.
In collaboration with Everpress and Ed Hawkins himself, we were able to have this campaign feature in editors pick on Everpress' website, their newsletter and promotions across their socials as well as promotions on Ed's personal channels which surpassed an audience of 450,000, and sell out the T-Shirt which we ensured was made from sustainable organic cotton.
The whole purpose of this campaign was brand awareness, not T-shirt sales, but the fact that we were able to feature as Everpress' editor pick and feature in their newsletter demonstrated the aesthetic we had design was visually appealing enough for people to want to buy it. What was by far the biggest KPI going into the campaign was brand awareness, and we achieved that through the shares of Professor Ed Hawkins and Everpress themselves, getting our brand in front of 450k people directly, and surpassing a reach of 1 million. A campaign which was solely organic and required no budget.
Not to mention for every t-short sold, 10 trees were planted in partnership with Eden Reforestation Projects.