Gen Z’ers and Millennials have no loyalty when it comes to fabric conditioners. Purchase decisions are made based on ease and promotional offers.? Comfort wanted to drive a deeper and more meaningful relationship with this audience, so turned to Hearst to capitalise on its expertise in engaging today's young adults.?
Even though Gen Z and Millennials feel passionate about sustainability, not many understand the impact fashion is having on the environment. With 100 billion items of clothing being produced every single year and only 1% of these being recycled – fashion is now a bigger polluter than air and sea travel combined.
The Big Idea
The iconic brands of both ELLE and Cosmopolitan, not only attract fashion-focused audiences but sustainability-conscious ones too. 90% want to know more and do more about sustainability and 79% of them also expect businesses to lead the change.
Being a brand that truly believes in the 'positive power of clothes' Comfort understands the role it can play within a world where fast fashion and wastefulness is increasingly under the spotlight.? The brand was a perfect partner to collaborate with Hearst across our positive and progressive fashion environments. ??
- Gen Z
- Branded content
Following on from our hugely successful ELLE sustainability issue and with this audience consciousness in mind, Hearst devised a unique and powerful content and experiential activation for Comfort.? Spanning across ELLE and Cosmopolitan brand platforms, it was designed to drive awareness of the fashion sustainability crisis and put Comfort at the heart of the solution, showing how they could help audiences to make a meaningful difference by using Comfort to protect their clothes and help them live longer.?
Content included challenges issued to our readers to love their clothes for longer and use innovative ways to breathe new life into their existing wardrobe. With such headlines as , A decluttering expert reveals the 6 ways to make your wardrobe work for you' and , content was inspiring and fun as well as offering practical solutions to make your clothes work harder for you, with Comfort.?
This culminated with Comfort’s first-ever pop-up swap shop in central Soho during July 2019. Stocked with second-hand gems from Oxfam and the ELLE and Cosmopolitan fashion cupboards, stylish but neglected items could be traded in for something fabulous and different. Each brand’s fashion editor offered free workshops with insider tips on how to change up/update existing clothing without hitting the shops. All proceeds were donated to The Prince's Trust Charity generating even more goodwill in the world.?
Michele Vincitorio, Brand Lead Comfort & Dry Wash at Unilever
It’s very difficult to summarise in just a few words how exciting it has been working on this project and bringing to life our LONG LIVE CLOTHES purpose, focused on the positive power of clothes and on the importance of extending clothes longevity to reduce clothes waste.
Fabric softeners are rarely ones we contemplate for long; yet by reappraising this humble product through the lens of Purpose and highlighting the positive impact Comfort can have on the world, Hearst drove enviable engagement levels for a historically functional brand. The campaign messages were successfully communicated and engaged a key Millennial and Gen Z audience by combining solid insights, purpose and genuine creativity with reach and scale:
- 1.4 million women aged 25-45 were exposed to the campaign
- 72% EVR v Hearst benchmark of 34%
- 1.4X higher dwell time v ELLE benchmark
Over the course of 5 days, the Comfort Swap Shop saw:
- 5,149 customers
- 1,800 ticket downloads
- 1,440 items swapped
Amongst those exposed to the campaign
more likely to claim to be ‘very likely’ to purchase Comfort in the next few months
more likely to view Comfort very favourably
purchased or plan to purchase Comfort
agree that using Comfort ‘helps people feel more confident and positive about the clothes they wear’
agree that ‘clothes look and smell their best when you use Comfort in your wash’
- Gen Z
- Branded content