SUSTAINABLE FASHION TURNING CUSTOMERS TOWARDS BRAND EVANGELISM:

The two things that sustainable fashion is in vogue for – chic designs and eco-friendliness. Kappad was born out of these two things. Green, handcrafted, organic and most importantly subtle style – the clothes from Kappad combine all the mentioned elements. Their clothes are here to change your outlook towards fashion.

And then peeped in Wit and Chai, formerly known as Nilgiri Social. We love clothes that have been manufactured in a manner that causes no damage to the environment. And we market what we love.

How?

Our main target was to increase Kappad’s local brand awareness. Being an online store, Kappad wanted to drive customers to the brand’s online channels and give them the actual feel of the fabric. We did so by tapping into the hearts of Indians and utilizing emotional marketing.

Raksha Bandhan was one of the upcoming festivals then and who doesn’t love that vibe?
The campaign was surrounded around this festival as it is celebrated at a mass scale in India. We came up with the concept of designing ‘sustainable rakhis’ made out of unused organic fabric.

Next, we activated 150 micro-influencers. These local influencers were distributed free rakhis. And even though cash is king, his brother is bartering. And so in return these influencers posted pictures and videos with ‘sustainable rakhis’ on Instagram. They also tagged Kappad in each post or story while doing so.

And then this happened..

• Kappad saw a meteoric rise in direct messaging and followers.
• 40% increase in website traffic.
• 1,00,000 organic impressions.
• Unpaid media distribution worth ₹60,000+ on LBB and The Punekar.

Our word:

A campaign that utilizes the consumer’s sentiment and is then leveraged to help the audience identify with a brand, definitely works in favour of local brands. For Kappad as a brand, we chose to do so, since we wanted Kappad to get as close as possible to the customer’s heart. Compassion gives depth to the experience of a brand more than anything else!