LAUNCHING AN ETHICAL FASHION STAPLES BRAND TO MARKET
TWO FOR JOY
Based in Manchester, Two For Joy is an ethical fashion brand who pride themselves on responsibly sourcing their clothing. They work hard towards a more sustainable and responsible future, for their customers, the fashion industry and for their suppliers. The brand is targeted towards a core audience of 30 plus women, who are concerned with making more ethical fashion choices and who choose to buy pieces that last beyond a season.
Our brief was to launch the brand to market with an integrated marketing campaign focusing on PR, organic and paid social media, influencer outreach, content and digital marketing. We also managed and creatively directed launch photography for website and social media. Purple Riot engaged two charity partners, The Christie in Manchester and The Mayamiko Trust, to whom Two For Joy donate a percentage of their profits.
We built social media platforms from scratch and achieved some impressive results within the first two weeks of launch.
We managed an email marketing programme that consistently reached an average open rate of 50 % and a clickthrough rate of 25-35 %, well above industry standard.
-Organic Facebook engagement of over 500,000 unique users over a two week launch period
-Over 3,000 Facebook page likes
-Over 2,000 Facebook shares
-Over 1 million Instagram impressions
-Over 1 million tweet impressions
-Influencer reach over 1 million users
-International and regional press coverage with The Observer, Huffington Post, Happiful Magazine, Veggie Magazine and Manchester Confidential amongst others
-Coverage reach over 20 million
-Consistent average email open rate of 50 % and clickthrough rate between 25-30 %