Case Study EcoWear

Sustainable Fashion & Generative AI
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Content

Planning Phase

Research, strategy, and content planning

Content Creation

AI-assisted content generation and refinement

Execution & Analysis

Campaign implementation and performance evaluation

Planning Phase

Strategy & Campaign Goals

Brand Strategy:

  • Position EcoWear as a leader in stylish, sustainable summer fashion
  • Emphasize transparency in production processes
  • Highlight versatility and inclusivity of the new collection

Campaign Goals:

  1. Increase social media engagement by 25%
  2. Generate 10,000 visits to the summer collection landing page
  3. Achieve a 5% conversion rate on the landing page
  4. Increase Instagram followers by 15%

Clear brand strategy and specific, measurable goals guide the campaign’s direction and success evaluation.

Content Strategy

Content Mix:

  • 40% product showcase
  • 30% educational content
  • 20% behind-the-scenes
  • 10% user-generated content

Platforms:

  • Instagram (primary)
  • Facebook
  • TikTok

Content Tactics

  1. Instagram Stories series: “7 Days of Summer Sustainability”
  2. TikTok challenge: #EcoWearSummerStyle
  3. Instagram Reels showcasing versatile styling
  4. Facebook carousel ads highlighting production process
  5. Influencer partnerships for Instagram posts and Stories

Diverse tactics leverage platform-specific features to maximize engagement and reach.

Content Creation Phase

Craft AI Prompt

Focused on Instagram Stories series “7 Days of Summer Sustainability”:

Generate content ideas for an Instagram Stories series titled "7 Days of Summer Sustainability" for EcoWear's new summer collection launch. The series should educate and engage our audience about sustainable fashion while showcasing our new products.

Brand: EcoWear
Product: Summer collection of sustainable clothing
Target Audience: Environmentally conscious millennials and Gen Z (25-40 years old)
Brand Voice: Informative, inspiring, and slightly playful

For each of the 7 days, provide:
1. A catchy title for the day's theme (5-7 words)
2. Main content idea (2-3 sentences)
3. A suggestion for visual content to accompany the story
4. An interactive element (poll, quiz question, slider, etc.)

Ensure that the content:
- Educates about sustainable fashion and its impact
- Showcases features of the new summer collection
- Encourages audience engagement and participation
- Maintains a balance between informative and promotional content

Additional guidelines:
- Include at least one story idea featuring behind-the-scenes content
- Suggest one user-generated content idea
- Incorporate current trends in sustainable fashion

Generate AI Content

AI-generated content ideas for Day 1 and Day 2:

Day 1: “Cool Threads, Cooler Planet” - Content: Introduce sustainable fashion and its environmental impact. Highlight EcoWear’s summer collection contribution to reducing fashion’s carbon footprint. - Visual: Infographic comparing water usage and CO2 emissions of conventional vs. sustainable clothing production. - Interactive: Quiz - “How much water does it take to make a conventional cotton T-shirt?”

Day 2: “From Bottle to Beach Ready” - Content: Showcase EcoWear’s swimwear line made from recycled plastic bottles. Explain the process of turning plastic waste into fashionable, durable swimwear. - Visual: Time-lapse video showing the transformation of plastic bottles into swimwear fabric. - Interactive: Slider - “Guess how many plastic bottles were used to make this swimsuit?”

AI-generated content provides a creative foundation that can be further refined by the marketing team.

Human Review & Refinement

EcoWear’s marketing team refined the AI-generated content:

  1. Added more specific product details to each day’s content
  2. Adjusted language to better match EcoWear’s brand voice
  3. Ensured diversity in the suggested visuals
  4. Added a call-to-action to visit the summer collection landing page in each story

Human review ensures AI-generated content aligns with brand voice and campaign objectives.

Optimize for SEO

SEO optimization for Instagram Stories:

  • Included relevant hashtags in each story (#SustainableFashion, #EcoWearSummer, etc.)
  • Prepared alt text for all images
  • Fully SEO optimized the linked landing page

While Stories aren’t typically optimized for search, SEO best practices can still enhance overall campaign performance.

Execution Phase

Schedule & Post on Social Media

  • Used Later, a social media management tool, for scheduling
  • Ran the series over a week
  • Posted three story slides each day at 9 AM, 2 PM, and 7 PM

Strategic scheduling based on audience activity patterns can maximize content reach and engagement.

Analysis Phase

Monitor Engagement in Real-time

Using Instagram Insights, the team monitored:

  • Story views
  • Tap forwards and tap backs
  • Replies
  • Sticker interactions (polls, quizzes, sliders)
  • Swipe-ups to the landing page

Real-time monitoring allows for quick adjustments to optimize campaign performance.

Analyze Performance Metrics

Post-campaign analysis included:

  • Engagement rate for each story and the series overall
  • Conversion rate from story views to landing page visits
  • Sales attributed to the Instagram Stories campaign
  • Follower growth during the campaign period

Comprehensive performance analysis provides insights for future campaign improvements.

Gather Audience Feedback

Feedback collection methods:

  • Analyzed direct messages and comments related to the campaign
  • Conducted a post-campaign survey through Instagram Stories
  • Reached out to select customers for more detailed feedback

Direct audience feedback provides valuable insights beyond quantitative metrics.

Refinement and Planning

Future Steps

Based on the analysis, EcoWear:

  • Refined their AI prompt to focus more on top-performing themes
  • Updated content strategy to include more behind-the-scenes content
  • Planned to increase frequency of user-generated content features
  • Documented learnings for future campaign planning

Continuous refinement based on campaign performance and audience feedback is key to long-term marketing success.

Summary

AI-Assisted Strategy

Leveraged AI for content ideation while maintaining human oversight

Multi-Channel Approach

Utilized various platforms and content types for comprehensive reach

Data-Driven Refinement

Used performance metrics and feedback for continuous improvement

Jan Kirenz