Cotton Incorporated
Real denim stories.
OBJECTIVEGrow a denim recycling brand by exploring the life and style of people who love and live in denim.
OVERVIEW
Every pair of jeans tells a story. Denim is worn, and it can be reborn through Cotton’s Blue Jeans Go Green recycling program. To raise awareness of denim’s authentic cotton roots and level up the program’s street cred, we collaborated with five creators on their denim journeys.
Our team researched countless content creators. We selected five based on their personal style, follower count, engagement rates, and location. The collective group tells its own story: Denim crosses cultural bounds with flair.
The campaign spanned dozens of organic social posts across Meta and TikTok, paid digital ads, and coordinated email marketing, all driving to a custom landing page. Organic social saw 28M+ impressions. Email had a +71% open rate. And the website had over 63k new visitors, averaging 1:39 per session.
SERVICESMarket Research
Content Production
Organic Social
Paid Digital Media
Email Marketing
Digital Experience
We gave the campaign an editorial, authentic (real) feeling by interviewing and capturing each creator in their environment.
Sierra’s story centers on durability. As a skater, she shreds denim.
And as a steward of the planet, she makes sure it doesn’t go to waste. "Recycling is like a book with never-ending chapters,” she says.
Natalie’s story examines how she takes her jeans out to pasture.
Off the ranch, she’s all about expression. On the ranch, comfort and durability are key. “It’s all the moments,” she says. “Denim is what we live in.”
Each story was rolled out across three chapters over a total of eight weeks.
By posting strategically and collaborating with creators, we increased organic visibility and achieved record engagement rates. It was one of the most successful campaigns in program history.
