_10. NOT JUST - COTTON ON FOUNDATION
Client:
Cotton On Foundation
Agency:
Grey Melbourne
Associate Creative Director:
Lauren Doolan
Associate Creative Director:
Sally Richmond
Executive Creative Director:
Michael Knox
Designer:
Renee Luri
Cotton On is one of the fastest growing businesses in the world. But amongst the store launches, global expansion and brand extensions, exists the Cotton On Foundation. The Foundation launched a new range of charity products inspired by the fast retail style of Cotton On. A charity hidden in a fashion brand. A charity range of impulse purchases.
The new range included drinking water, tissues, a tote bag, and mints. Each product would then be our canvas for telling our brand story. The back of products and packaging told customers the power of their impulse buy. For example, the water was, “Not Just Water…it’s 70 Classrooms”. The Mints were “Not Just Mints…..it’s over 10,000 meals for students”. And the tote bag was “Not Just a tote bag….it’s 40,000 litres of clean drinking water for an entire community.”
Without any paid advertising to drive awareness and affection, we turned to creating an army of advocates. We launched “Not Just” internally, in every store across the country. Critical to the success of the “Not Just” launch and range was to empower each store and each member of staff to feel proud about the initiative. To do this, we gave complete, un-moderated power to staff to promote the range in their own way. And the freedom was intoxicating and contagious. Staff used both the brand’s and their own personal social accounts to help bring the brand to life.
In addition to the grass roots activation of “Not Just”, high profile ambassadors Hamish and Andy volunteered to take the message of “Not Just” to the wider world.
The Foundation has seen record breaking results off the back of the “Not Just” campaign. With a modest investment of $300,000 for instore activation and production, and a total return of $14.5 million between November 2015 and March 2017 sees an annualised ROI of 1,464%11. To put this into context, because of the “Not Just” initiative, the Cotton on Foundation have been able to build 2 health centres, 93 class rooms, provide 5,300 educational places, and immunise over 1,300 children.
Year:
2015