DYLON Dyes: Changing behaviour through influencer marketing and collaborations

THE CHALLENGE

DYLON Machine Dyes asked us to inspire new users to try the product for the first time, while communicating the brand’s eco credentials to young digital audiences as part of their “Dye Don’t Buy” brand marketing strategy.

By conducting research to understand the opportunity, we found that young British consumers BUY, then BIN or DON’T WEAR half of what they own. People wanted to upcycle, but they needed inspiration and guidance on how.

APPROACH

We approached and developed a partnership with leading British sustainable fashion designer, Christopher Raeburn, who agreed to join forces with us to show the British public how easy it is to transform old clothes into something new, using DYLON Dyes.

Christopher upcycled a t-shirt, shirt and pair of jeans and we recorded the creative process in his studio. The resulting video and images were used to create three visual tutorials hosted on the DYLON Dyes website, illustrate how easily it can be done at home. It’s as simple as 123.

Our campaign positioned DYLON Dyes at the heart of the sustainability and upcycling conversation, inserting the brand into over 50 major fashion media, top tier newspapers and online media outlets including: