The habit of fast fashion is also fast moving to the world of gaming, with demand for digital fashion apparel and luxury brands expected to grow to $50 billion by 2030*. Gucci, Nike, Burberry, Carolina Herrera, Ralph Lauren, Tommy Hilfiger, Vans, Karlie Kloss are just a few global brands and people redefining fashion and experimenting with digital clothing.

In games such as Fortnite, Overwatch, Warzone… Gen Z say dressing their avatars allows them to express their individuality and feel good about themselves. In 2022, half of this generation change their avatar’s clothing at least every week.

Today, 7 million tonnes of clothing waste are generated annually in Europe. In the UK, around 350,000 tonnes of clothes, with an estimated value of £140 million, go to landfill ever year. Vanish is the leading UK stain remover that makes clothes live longer by keeping them stain free and true colour.

We needed to reach new audience with a strong focus on Gen Z, being where our target is present.

We wanted to sensibilize this target to our Rewear platform with a clear objective: demonstrate that Vanish is the laundry brand committed to fighting fast fashion.

The sizeable digital world of gaming, now the biggest entertainment audience, is made up of predominantly Gen Z users, of which half say they change their avatar’s clothing at least every week. Similar to the real world, Gen Z users who have grown up socialising on these platforms view fashion as a form of self-expression and status. 

But this proliferation in online fashion is only further reinforcing the wasteful attitudes and behaviours towards real world clothing. It’s not just a waste of clothes, it’s a waste of money too.

Those skins are used in various type of games, with their own communities.

We transposed to the gaming world the ReWear platform. Fast fashion habits are indeed becoming just as prevalent in the virtual world as they are in the real world.

We partnered with influencers across the UK to rewear their basic skins for one week and make the viewers react on this use. We used the most popular games on Twitch that include cosmetic skins, games that touch different communities of gamers, games where skins are a way to express oneself.

Then, we revealed why our streamers used their basic skin and challenged the communities to be part of this movement. To do so, we created the #ReskinChallenge: for every clip shared on Social Media, Vanish donated £20 to Oxfam.

On 23 January, we launched our campaign with a teasing phase. For a few days we dressed our streamers in a pink t-shirt. During this period, they used their default skin without specifying why. This allowed us to arouse the viewers' curiosity.

Then, on 27 January, we revealed our campaign and launched the #ReskinChallenge. We started with social media posts linking to the respective lives of our streamers where we explained the campaign and the reason why our influencers used their default skins. The Vanish branding was set up during this phase.

Then, for a week, we challenged our communities to share clips on social media with the hashtag. For each video, Vanish pledged to donate £20 to Oxfam.

We have achieved results well beyond our expectations:

36 livestreams

More than 20m impressions (Twitch / Twitter / Instagram)

More than 6m impressions on Twitter & Instagram even if the campaign was focused on Twitch

A peak of 10K viewers live on Twitch (Captain Puffy live)

More than 20K engagement on our social platforms (Twitter / Instagram)

1.5K average viewers on each live

A worldwide campaign shared in the UK, the US, Japan, France…

Articles in European press (Spain, France, Italy, UK)

But more importantly, gamers all over the world reunited to help Oxfam and raise donations to fight pollution.