Human Collective
Launch Campaign 2021
The Ask
In November 2021, the sustainable Irish urban clothing brand Human Collective launched to make a difference with quality and equality at its core. Founded by activist Conor Buckley, we were tasked with launching Human Collective to Irish media and consumers, securing valuable coverage, and raising brand awareness for the new company and its mission.
The brand’s number one goal is to make equality a reality, working with three key Irish charities and donating €3 from the sale of every sweatshirt to support them. Committed to minimizing their impact on the environment, Human Collective produced a high-quality and sustainable clothing range certified by PETA and the Fair Wear Foundation and made using GOTs organic cotton and recycled polyester. Each product features the brand’s ‘=’ logo with the ethos of wearing what you believe.
The Approach
As a new brand, we were aware of the need to nail the brand messaging straight out of the gate, ensuring all brand pillars were highlighted. Human Collective launched in November 2021, which meant we were competing with Christmas messaging, and so took a dual approach. As part of the launch phase, we focused our pitches to key lifestyle media about the launch of the brand, as well as targeting gift guides and Christmas must-have lists underpinning the brand's USPs of sustainability, quality, and equality at all touchpoints.
As well as an intensive press-office approach, we built a targeted gifting strategy for key media - across fashion and lifestyle, celebrities, influencers, stylists, and even sports people who we felt aligned with the brand ethos and interests. We also applied some additional tactics, such as competition placement with relevant lifestyle media outlets and paid TV styling segments, to showcase the quality and versatility of the product range.
A final step was to seek out expansive profiling opportunities for the founder Conor Buckley, positioning him as the face of the brand and allowing his inspiring story to give the brand provenance as a result.
The Wins
In under two months, we secured a media reach of +40 million.
The remainder of the year saw no slowing down for the brand, with a further coverage, a successful store opening event at St. Stephen’s Green Dublin, 2 x National TV interviews, influencer relations, and brand profiling.
