The way you tell your story online can make all the difference.

This Old Shirt

Marketing Case Study

The Client

This Old Shirt is a recycled women's wear fashion brand dedicated to sustainable fashion. Their mission is to transform pre-loved shirts into stylish, one-of-a-kind garments, promoting environmental consciousness and ethical fashion.

Challenges

Edible Anarchy was hired to create a marketing strategy for this new brand. Our team started by conducting a comprehensive analysis of the designer’s current online presence, identifying gaps, and opportunities. We then developed a marketing strategy and community engagement plan that included an expanded social media platform, email marketing, and social media ad campaign, along with developing new partnerships.

​To improve the social media platform, we created and optimized the founder’s Instagram profile, and set her on a bi-weekly TikTok schedule. We also started posting regularly and used targeted hashtags to increase visibility. Additionally, we engaged with other pages and accounts related to the recycled fashion community to gain followers and build relationships.

To increase the online reach of This Old Shirt, we implemented a social media ad campaign that included targeting specific demographics and interest groups. The ads focused on highlighting the brand's eco-benefits and the positive impact it has on the community and climate.
 

Business Impact

This new brand was tasked with the challenge of low social media engagement and a small following. The founder was struggling to build an online presence and make roads in the eco-fashion community, which limited attendance at her pop-up events. We worked to highlight these challenges and improve the brand’s position.

Solution

The results of the marketing strategy and focused, consistent social media campaign were impressive. Within a few months, This Old Shirt’s social media following increased by 1,100%. The founder was able to engage with her targeted audience and launch a series of well-attended pop-ups. The social media ad campaign generated a significant increase in attendance, resulting in more funding for her initiaunch. The website redesign also improved user experience, leading to more traffic and better online sales. Overall, the marketing campaign helped our client achieve their goals of increasing online visibility and community pop-up engagement.

Social Media Marketing Strategy for This Old Shirt

Brand Overview: This Old Shirt is a recycled women's wear fashion brand dedicated to sustainable fashion. Our mission is to transform pre-loved shirts into stylish, one-of-a-kind garments, promoting environmental consciousness and ethical fashion.

Objectives:

  1. Grow social media following by 50% within six months.

  2. Increase engagement rates across all social media platforms.

  3. Boost website traffic and online sales.

  4. Establish This Old Shirt as a thought leader in sustainable fashion.

1. Target Audience:

  • Women aged 18-35

  • Eco-conscious consumers

  • Fashion enthusiasts interested in sustainable and ethical brands

  • Socially responsible individuals

2. Platform Selection:

  • Instagram: Primary platform for visual content and fashion inspiration.

  • Facebook: Secondary platform for community building and sharing longer content.

  • TikTok: For short, engaging videos showcasing the transformation process and styling tips.

  • Pinterest: For fashion inspiration, styling ideas, and driving website traffic.

  • Twitter: For industry news, updates, and engaging with fashion influencers.

3. Content Strategy:

Instagram:

  • Posts: High-quality images of recycled fashion pieces, before-and-after transformations, and behind-the-scenes content.

  • Stories: Daily updates, polls, Q&A sessions, and user-generated content.

  • IGTV/Reels: Short videos on the recycling process, styling tips, and eco-friendly fashion hacks.

  • Hashtags: #ThisOldShirt, #SustainableFashion, #EcoFriendlyFashion, #UpcycledFashion, #RecycledClothing

Facebook:

  • Posts: Blog articles, customer testimonials, and event updates.

  • Groups: Create a community group for eco-fashion enthusiasts to share tips, ideas, and feedback.

  • Events: Host virtual styling sessions, Q&A with designers, and sustainability workshops.

TikTok:

  • Videos: Quick transformation videos, fashion tips, and eco-friendly lifestyle hacks.

  • Challenges: Create branded challenges encouraging users to share their own upcycling projects.

  • Collaborations: Partner with eco-influencers for takeovers and collaborative content.

Pinterest:

  • Boards: Curate boards for different fashion styles, eco-friendly living, and DIY upcycling projects.

  • Pins: Pin images and videos of This Old Shirt products, styling ideas, and sustainability tips.

  • Rich Pins: Utilize rich pins to drive traffic to the website and product pages.

Twitter:

  • Tweets: Share industry news, sustainability tips, and company updates.

  • Engagement: Participate in relevant Twitter chats, respond to customer inquiries, and retweet user-generated content.

  • Campaigns: Run hashtag campaigns to promote new collections and sales.

4. Content Calendar:

  • Weekly Themes: Assign themes to each day of the week (e.g., #TransformationTuesday, #FashionFriday).

  • Monthly Campaigns: Plan monthly campaigns around sustainability themes, new collections, or fashion events.

  • Seasonal Content: Create content tailored to holidays, seasons, and fashion trends.

5. Engagement Strategy:

  • Respond to Comments: Engage with followers by responding to comments and messages promptly.

  • User-Generated Content: Encourage followers to share their own This Old Shirt outfits with a branded hashtag and feature them on social media.

  • Contests and Giveaways: Run monthly contests and giveaways to increase engagement and attract new followers.

  • Influencer Partnerships: Collaborate with eco-friendly fashion influencers to reach a broader audience and gain credibility.

6. Advertising Strategy:

  • Instagram and Facebook Ads: Use targeted ads to reach potential customers based on interests, behaviors, and demographics.

  • Sponsored Content: Partner with influencers for sponsored posts and stories.

  • Promoted Pins: Use promoted pins on Pinterest to drive traffic to the website and product pages.

  • TikTok Ads: Experiment with TikTok’s ad platform to reach a younger, fashion-savvy audience.

7. Analytics and Monitoring:

  • Metrics to Track: Follower growth, engagement rates, website traffic, and conversion rates.

  • Tools: Use social media analytics tools like Instagram Insights, Facebook Analytics, and Google Analytics to monitor performance.

  • Adjust Strategy: Regularly review analytics to understand what’s working and adjust the strategy accordingly.

8. Community Building:

  • Ambassador Program: Create a brand ambassador program to involve loyal customers in promoting This Old Shirt.

  • Sustainability Education: Share educational content on the importance of sustainability in fashion.

  • Collaborative Projects: Partner with other sustainable brands and organizations for joint campaigns and projects.

9. Budget Allocation:

  • Content Creation: Invest in high-quality photography and video production.

  • Advertising: Allocate a budget for social media ads and influencer partnerships.

  • Tools: Invest in social media management and analytics tools.

By implementing this comprehensive social media marketing strategy, This Old Shirt will grow its following, increase engagement, and establish itself as a leading brand in sustainable fashion.

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