Everlane - 100% Human — Christine Oh

The 100% Human Collection was born out of the various political and social controversies of the last couple years. We wanted to remind people that we are all more alike than we are different. We did three iterations of the 100% Human Collection, the first benefiting the ACLU. The second iteration was for International Women's Day, benefiting Equality Now, and refreshed with a partnership with poet and activist Cleo Wade for Women's Equality Day. The last iteration was for Pride Month, benefiting the Human Rights Campaign and partnering with trans activist, model, and actress Hari Nef and actress and activist Rowan Blanchard. For each launch, I owned influencer and press seeding, supported social media activations, worked on experiential activations, and hosted focus groups.

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INFLUENCER & PRESS SEEDING

For all of the combined iterations of the campaign, I seeded to nearly 1,000 influencers and press members. Celebrities, bloggers, editors, and even teams from other companies were ecstatic to get onboard with this initiative because it was a cause close to their hearts. We created pins and special takeaways for each launch as well as stickers and totes for International Women's Day and Pride.

SOCIAL STRATEGY

Human was one of the most successful campaigns in generating UGC. Not only was it a campaign that a lot of people resonated with, but we also incentivized followers to post photos on Instagram with #HumanTogether by pledging to donate $1 for each photo to the ACLU and Equality Now during their respective iterations. We also made a #HumanTogether video compilation for Pride, encouraging our followers to share what pride means to them. The video performed very well, drawing in more engagement on Facebook than ever before.

PRIDE ACTIVATIONS

I worked on a few special activations for Pride specifically. First, we created a 100% Human mural on what would eventually be the Everlane Valencia storefront. On a windy Sunday afternoon, we handed out product and took portraits in front of the mural. Passerbyers were immediately curious as to what we were doing and wanted to get involved.

On the day of parade itself, we had a booth for attendees to buy our merchandise at the parade and simultaneously had an in-store shopping event in a partnership I organized with Powder Shaved Snow. Parade attendees were generally unaware of Everlane, so it was a great way to introduce people to the brand, especially as people came up to booth asking about the "cool yellow pins" they had been seeing.

For both the mural and the parade day activations, in addition to support onsite, my responsibilities were to promote on social with fun Instagram stories and host influencers.

FOCUS GROUPS

After all of these iterations of Human, we held a focus group with 15 customers who owned one or more 100% Human products. Our goal was to understand the reason behind their purchase in order to apply these learnings to future campaigns. These learnings were ultimately used to determine the trajectory of 100% Human for the future and helped in reinforcing Everlane's core identity as an ethical retailer.