WWF – Are you a fashion animal?

Purpose: To show Tisers that you can be a fashion animal without buying new.

Animal prints are a timeless classic within fashion, but the wild animals that has been the source of inspiration are disappearing faster than ever before. In fact, on average, we have lost 73% of the world’s wild species populations over the past 50 years.

Each Dane buys over 10 kilos of clothing per year, while nearly 700 tons of clothing are incinerated in Denmark alone. In the EU, clothing consumption increased by 40% between 1996 and 2012 and is expected to rise by another 63% by 2030. By 2050, the fashion industry is projected to account for a quarter of the world’s total CO2 emissions.

The growing clothing production takes up space from nature, pollutes water with thousands of chemicals and microplastics, and worsens our climate. In short: Clothing production poses a threat to nature and the world’s wildlife. That is why Tise and WWF joined forces to focus on clothing reuse and upcycling.

Solution

WWF and Tise challenged 8 ambassadors, who all embody what it means to be a true fashion animal. The ambassadors where challenged to find secondhand items with animal prints on Tise, and upcycle them. This resulted in a wild collection, where the ambassadors shared the proces from idea to finished product.

To emphasise our focus on fashion and disrupt the status quo of consuming new, we launched the wild collection with our own event during Copenhagen Fashion Week.

At the same time as the launch event, we went live with a campaign in the Tise app. The campaign was build around a list that showcased the wild collection, and made it possible for the users to buy the unique items. All profits were donated to WWF.

With a competition in Cash Store, we helped to drive new sign ups for WWF’s newsletter, making sure that WWF can continue to inspire the Tise users to help secure nature and wild life by donating to the organisation.

We didn’t only want to inspire our users, but also engage and educate them about the important work by WWF. A quiz in Cash Store is ideal to ensure the users get the message. By asking the question: “Are you a fashion animal?” we flipped the script on what that term means. The users learned the impact our consumer habits have on nature and wild life, and ended with a mantra on how you can be a true fashion animal: Buy less, buy better, buy used.

Results

• 1 021 965 views of the campaign
• 2 373 respondents on the quiz - Engagement rate of 11,5%
• 2 679 participants in the competition - Engagement rate of 13%
• Average time spent on quiz was 77 seconds - 24% over benchmark