Charity
Love Your Clothes shortlisted for prestigious CIWM award
We’re chuffed to see Love Your Clothes shortlisted for “Most Effective Communications Campaign” at the CIWM Sustainability and Resource Awards this week.
The brilliant team at WRAP have planned and executed an engaging, content-driven campaign, supported by the fabulous new visual identity, website and heaps of shareable videos and infographics created by IE. And now it's up for an award!
It all started this time last year when IE won the job of upcycling WRAP’s consumer-facing clothing and textiles campaign brand, Love Your Clothes (LYC). Our design team fashioned a stunning new visual identity to appeal to diverse audiences, from mums to fashionistas, and a set of brand guidelines flexible enough to allow partner brands to apply it easily.
Our digital team then designed and built a new Drupal website to host a patchwork of bilingual content, from how-to guides and videos, to events listings and tips. It’s fully integrated with social media and the CMS allows partners and 'Super Crafters' to create new content, which LYC can then approve and publish. Website visits since relaunch have soared from 1,500 per month to 28,500 per month.
Love Your Clothes is already seeing the effects of the brand’s evolution in the increased credibility of the campaign amongst key partners. It’s resulted in fresh opportunities for marketing reach and commercial support, with cross marketing campaigns from key stakeholders including Tesco, John Lewis, Oxfam and Age Cymru. It's also been adopted for use in 38 local authority cross marketing campaigns.
IE also crafted a collection of shareable campaign content to sit at the heart of LYC’s campaign activity, including weekly infographics and over 50 short instructional videos, which have racked up over 350,000 views in their first five months. Collateral for subsequent campaigns has included the Ariel-sponsored ‘Care Label Quiz’, which featured on Loose Women, and a set of assets for the #lostsocks campaign.
It's all come together with WRAP's excellent content and campaign planning to deliver an engaging campaign. Testimonials and engagement with both consumers and stakeholders have rocketed since launch.
About the CIWM awards
The Sustainability and Resource Awards are held annually by the CIWM (Chartered Institution of Wastes Management) to reward outstanding achievement in the sustainability, resource and waste industry. The award for Most Effective Communications Campaign selects the reuse, recycling or waste collection schemes that have best communicated their messages to drive successful outcomes.
The awards are judged by the most respected experts in the sector, and winners will be announced on 3rd November. Good luck to WRAP and all the other nominees!