Objective: In an effort to create buzz around its products and associate the brand with eco-fashion, Pure & Natural tapped Project Runway contenders to participate in a charity handbag auction. The company is working with its PR agency, Creative Media Marketing (CMM). "We had sponsored the FutureFashion show, which is about eco-fashion and how it's becoming more mainstream, but it made sense to do something different that would get a little more press for the individual brand," said Andrea Snyder, SAE at CMM. The company also hopes to share in the momentum generated by Earth Day. "Editors love to cover things for Earth Day, and each year it's a bigger deal," Snyder said.
Idea: The Pure & Natural handbag auction will go live on Earth Day, April 22, at http://www.clothesoffourback.org/. Proceeds from the bags, which start at $100, will go to Earth Pledge, an environmental nonprofit. Alison Kelly, Diana Eng, Jack Mackenroth, and Kayne Gillaspie designed the bags - using only the biodegradable bar soap packaging and $50. Access Hollywood host Nancy O'Dell announced the initiative on the same day as the FutureFashion show on January 31.
Tools: The PR team is hosting giveaways and conducting extensive media outreach to print and online consumer titles that target the 25- to 50-year-old female demographic, as well as trade titles that target mass market retailers, beauty blogs, and various "natural" blogs. The team will also link the Clothesoffourback.org page to the Pure & Natural Web site when the auction launches.
Measurement: The PR team will measure the success of the auction by the number of bids per bag, media coverage, the number of hits on the new Web site, and product sales.
Company: Pure & Natural
Campaign: Pure & Natural Project Runway Charity Auction
PR team: Creative Media Marketing (CMM)
Launch: April 22, Earth Day