Everlane - Denim — Christine Oh

During my time at Everlane, my favorite campaign was Denim - the biggest launch in Everlane history. I owned the press preview party and influencer seeding, and I ideated social strategy for the campaign.

PRESS PREVIEW PARTY

To kick off the denim launch, we hosted an event for 250 press members in New York. We brought in factory elements to bring the making of our denim to life and highlight the unique aspects of the production process.

I created a marketing playbook with an outline of ideas, hospitality partners, and budget. Since the party would be at our pop up, The Denim Counter, I began by doing case studies of other successful pop ups, to come up with ways that ours could stand out. Some ideas were hanging denim from the ceiling like in our factory, having VR stations to learn more about the factory, and serving drinks inspired by our clean water and denim washing process. We partnered with Momofuku to provide refreshments and DJ Kitty Cash to bring the beats.

INFLUENCER & PRESS SEEDING

My goal for this particular seeding was to make it the most special yet. Upon brainstorming in relation to our messaging of saving water with our denim factory, I partnered with artist Jen Mussari to create a number of custom boxes with water marbling designs inspired by the denim laundry machines and with an outside vendor to create custom denim patches for each influencer. We also had denim totes and custom water bottles. Influencers were ecstatic to receive their packages and helped create hype for the launch on social media.

SOCIAL STRATEGY

I brainstormed ideas for social media activation for the launch by helping ideate posts, the hashtag #DamnGoodDenim, and Instagram stories such as having clues for followers to figure out a number to a dummy phone they could call and ask, "Is the denim in yet?" to win a pair of denim.

PRESS