Many brands are taking on societal problems with PR campaigns. Using influencers is an increasingly popular and powerful way to spread the word about sustainability, equality, and other issues with audiences that can connect to a business’s efforts to do good. We put together 4 examples of brands that have made this connection in a purpose-driven way that reflects their values and actions.
- Levi’s is known for their classic American look and a style that is effortless and easy. In recent years, Levi’s has promoted their brand as sustainable, selling clothes that are long lasting with the old school vintage look. In their 2021 campaign for 501 original jeans, Levi’s incorporated well known influencer and youtuber Emma Chamberlain into their campaign to associate shopping at Levi’s with thrifting for vintage clothes. When thrift shopping, clothes are being reused that would otherwise end up in the landfill. Fast fashion contributes to 10% of global carbon emissions and produces microplastics. This campaign promoted Levi’s as a timeless brand and encouraged people to savor their vintage pieces.
- Persil, a laundry detergent brand, advocates for the “power of dirt” when it comes to children playing outside. Persil’s “Dirt is Good” slogan has been around for a long time, but they more recently launched an influencer marketing campaign in Europe to engage with followers of family-focused influencers. The scale of this campaign was impressive because it was spread across 17 influencers in 5 countries with different languages. While relating to Persil’s product and its ability to clean dirty clothing, this campaign encouraged healthy activities for children and a stronger connection with the environment.
- ThredUp has become one of the leading online marketplaces to shop sustainably. Their mission is to inspire a more sustainable future with ease. In November of 2022, ThredUp partnered with Fran Descher, an actor and comedian who’s an advocate for sustainable practices in fashion. She utilized the iconic fashion from her role in “The Nanny” to encourage individuality through fashion and showing there is a way to obtain that while being eco-conscious. Together with ThredUp, Drescher is on a mission to create a more sustainable and stylish future where everyone is able to look good while also doing good for the environment.
- The “HeForShe” initiative was created by United Nations Women in 2014. UN Women established the initiative for all genders to stand in solidarity with women, helping raise their families, build businesses, and give back to communities. For this campaign, UN Women collaborated with influencers and celebrities, most notably actress Emma Watson. Watson’s speech for “HeForShe” went viral on social media, racking up over 7 million views worldwide. The HeForShe hashtag was used over 1.2 billion times on Twitter, leading other celebrities to support the initiative. Today, Emma Watson remains an ambassador for UN Women, continuing her campaign for women’s equality around the world.