The #LoveForLonger campaign aimed to create a nationwide movement inspiring people to literally love their garments for longer, rather than consigning them to landfill. Using startling statistics around the issue of clothes wastage we would wake people up to this very real issue.

As well as driving our purpose-driven ambition, we needed to establish our relevant brand role by showcasing our amazing stain removal performance. We achieved this by setting up a dramatic torture test, scouring a massive landfill site, finding those stained and unloved garments that had been thrown away. We then restored them to perfect health, using the magic of our products and thereby proving that Vanish can indeed ‘Make the impossible possible’.

We maximised campaign scale and engagement by inviting everyone to join us online and publicly pledge their commitment to the cause of keeping their clothes longer and then sharing the word across social channels.

Our integrated campaign launched with a PR reveal of our research finding around on the throwaway clothes culture of Brits to create noise and awareness in the public conscience.

This was supported by the launch of our TVC which highlighted the startling statistics on clothes wastage in the UK and showcased our incredible product performance experiment.

We worked with high profile influencers to amplify our campaign, presenting them with bespoke gifts of the salvaged and now fully restored garments from landfill. The resulting influencer-created content drove all our key campaign messages, both raising awareness of the wastage issue and highlighting our amazing product role in combating it.

Online was a key channel to amplify our message and extend reach, we created a dedicated campaign hub with further information as well as content and awareness activations across social channels encouraging people to further consider, share and discuss.

Early research supported the campaign as a highly relevant and attention-grabbing brand platform. Consumers actively wanted to join the movement and became re-engaged with both the brand mission and the product role.

First campaign measurement figures suggest that from a modest spend of £0.8m, we were able to reach over 175 million people. The PR campaign exceeded its reach targets by over 10 times, proving this to be a relevant and newsworthy platform.

Influencer-created content achieved 10.4 impressions online with an engagement rate of over 20% against a KPI target average of 2 - 5%. This was achieved at a cost of just £0.04 per engagement.

Overall, the campaign has proved itself to be a powerful and motivating marketing platform that will help shape the brand’s marketing DNA and activations in the future.