CASE STUDY:
Launch Pioneer Clothing: Leading the change in sustainable activewear
THE BRIEF
To launch Pioneer Clothing, a sustainable clothing brand, into the spotlight of influencers and the wider media, creating awareness of its eco-conscious ethos and distinctive products.
STRATEGY
Our strategy combined influencer partnerships and press-led activations to strategically position Pioneer Clothing in the market.
EXECUTION
Defining the “why” was pivotal to establishing Pioneer Clothing’s foundation before its official launch. By crafting a compelling narrative rooted in the founder’s vision, we generated a light-touch profile that resonated with authenticity. This set the stage for a high-energy launch campaign, beginning with a full-throttle influencer event.
The event, held at an exclusive private members’ club in central London, brought together a mix of high-profile and micro-influencers to balance reach and authenticity. Attendees were gifted curated goodie bags designed to encourage on-the-spot content creation and extended brand exposure. Leveraging the influence of socially-conscious creators effectively captured the attention of younger audiences aligned with Pioneer’s ethos.
Simultaneously, a strategic media outreach campaign secured impactful features in publications like Forbes, The Independent, and The Sun. This ensured that the brand resonated not only with eco-conscious consumers but also with investors seeking innovative, sustainable opportunities.
This dual approach amplified Pioneer’s reach, establishing its credibility across both lifestyle and business press, while positioning it as a start-up trailblazer in the sustainable fashion movement.
RESULTS
With a cost-efficient budget, we delivered exceptional results, securing extensive and ongoing coverage across major UK lifestyle and business publications as well as BBC radio. This consistent media presence firmly positioned Pioneer as a rising leader in sustainable fashion, with journalists regularly approaching us for insights and commentary. The campaign not only resonated with socially-conscious consumers but also captured the attention of key investors, establishing the brand’s credibility in both the fashion and business sectors.
