Creating Consumer Awareness

Walter BridghamSr. Business Development Manager

Lenzing Fibers

Megan MeiklejohnSustainable Materials & Transparency Manager

EILEEN FISHER

Lenzing FibersConsumer Awareness Campaign

#makeitfeelright

Walter Bridgham, Sr. Business Development Manager

Lenzing Fibers: The leading sustainable cellulose fiber manufactureRecognition, Education, Responsibility, Action

* As the society's knowledge increases about the impact that our consumption habits have had on the environment, insights show that consumers want to get involved, they want to change their purchase habits, but they lack the knowledge to do so.

* Many consumers do not know that two-thirds of their textile purchases are made from non-biodegradable fibers, that around 80% of them end up in our landfills and won’t biodegrade. Thus, we want to empower consumers with the knowledge of eco-fashion and sustainable choices through this campaign.

* #MakeItFeelRight is an awareness campaign that empowers consumers at the individual level with the knowledge that there are alternatives - such as cellulose based fibers that are not only biodegradable, but also use less of the earth’s resources (water, arable land, energy to create them).

* #MakeItFeelRight is an imperative statement that asks the audiences to do something - to make their shopping feel right, both in their heart and on their skin. It'll have grassroot messages that ask each viewer to take responsibility for their actions - sharing practical solutions that you can do today that will have an impact.

• Phase 1 – Q1 2019

Lenzing #MakeItFeelRight campaign

- Raise the awareness on the adverse impact of unmindful shopping and apparel production

- Generate call-to-action and buzz to

MakeItFeelRight

• Phase 2 – Q2 2019

Lenzing #MakeItFeelRight campaign

- Sustain the momentum of Phase 1 and enhance readers awareness on sustainable fibers

- Leverage industry voices to inspire readers to make better choices around fashion and sustainability choices

• Phase 3 – Q3 2019

Lenzing #MakeItFeelRight campaign

- Showcase where to buy sustainable products, through our sustainable brand partners

- Reinforce the message that everyone in the consumer supply chain plays a critical role to drive sustainability

Campaign website, www.makeitfeelright.com

Ø The campaign website will feature a variety of videos, ranging from influencer videos, to animations about sustainable fashion industry, to interview videos

Ø It'll be an edu-tainment approach for audiences as they browse through a series of interesting videos while learning about eco-fashion and sustainable lifestyle

Influencers for sustainability and eco-fashion

Ø #MakeItFeelRight will feature 15+ international influencers to talk about eco-fashion

Ø Like Marci Zaroff founder Metawear organics, Farm to Home

Ø They will educate their audiences on the sustainable fashion industry in various creative and innovative ways

Ø Influencers include prominent figures in the sustainable industry, ensuring the messages reach the sustainable living advocates, teaching them to #MakeItFeelRightin the new year

15+ international influencers on sustainability and fashion are already spreading the words!

Interviews with expertsØ Aside from online influencer collaborations, a part of our campaign is

to conduct a series of professionally made interviews with subject matter experts

Ø These interviews will educate audiences on a deeper level regarding eco-fashion and sustainable choices with expert insights

… and more supporters!

LaRhea PepperManaging Director Textile Exchange

• The scale of #MIFR campaign has extended around the globe, including the key markets in APAC, Europe, and America. The local markets leveraged the #MIFR campaign to initiate activities including CSR participation, influencer engagement, conference talks, and more, expanding the campaign impact:

#MIFR Global activations

Japan

Singapore

Turkey

UKUSA Earth Day x MIFR

Indonesia

Taiwan

#MIFR Digital + PR performance overview

The #MakeItFeelRight campaign has successfully reached over 86 million targeted audience with over 1.1 million engagements, driving forward the sustainable fashion movement with TENCEL™ branded fibers as one of the solutions to green fashion.

Garnered

1,117,000aggregated engagements

across all the social channels and digital programmactic buy

internationally

642,500Engagements on all social

pages

Reached

86,056,500aggregated audience on social media, PR, online

ads, and influencers internationally

7,740,000audience reach on digital (social and

online ads)

57,816,500audience reach

by PR coverages

internationally

20,500,000audience reach via influencers

474,500Engagements via influencers

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Thank you

Walter Bridgham – Lenzing Fiberswww.makeitfeelright.com

Creating Consumer AwarenessMegan Meiklejohn, Sustainable Materials & Transparency

Manager, EILEEN FISHER

Questions and Discussion

© Copyright Notice

This presentation is protected by U.S. and International copyright laws.

Textile Exchange welcomes you to use slides from this collection for your presentations on the condition that:• The slides are not altered from the way it is presented in its original format, this includes changing colors and style.

• The Textile Exchange logo should not be removed.• Adding logos and/or content is not permitted without written permission from Textile Exchange.

• Any presentation using this content or any form of this content should acknowledge Textile Exchange as the author.

Thank you