Consumers, including those of the younger generation, are increasingly aware and well-informed about environmentally friendly measures, but still many of them fail to associate this information with the daily care of their clothes. However, the proper use of clothes not only prolongs their lifespan, but also has a measurable impact on the environment. As part of the “Look after your clothes” educational project, LPP is currently launching an educational campaign on TikTok.
Not only can our habits can affect the durability of our clothes, but they can also save water, energy and limit CO2 emissions into the atmosphere. Launched at the beginning of June this year, the “Look after your clothes” campaign is LPP’s response to the need to promote the conscious use of clothes (find out more here). The campaign included a spot starring the project’s ambassadors, as well as the website www.dbajoubranie.pl with practical advice and tools such as a chatbot and an emissions calculator.
Another element of the project is a TikTok campaign aimed at the younger generation, which was launched on 27 June.
With the support of DDOB creative agency, the company created a special activation on the platform – i.e. Branded Effect, an interactive game in the form of a quiz. The game is about users recording themselves when facing their phones, answering questions about caring for clothes and the impact of care on the environment by pointing to the answers with their fingers. Those taking the quiz can verify their level of knowledge, as well as deepen it with new, useful information. All explanations and answers to the quiz questions can be found on the campaign website.
Well-known TikTok creators were invited to join the campaign: Sonia Trzewikowska aka “itssoniat”, Agnieszka Skrzeczkowska aka “maschines_official”, Natalia Sisik, Joanna Biernacka aka “ashplumplum”, Paulina Soboń, and Joanna Kołodziejska aka “sledz535”.
– We want to reach all our consumers, including the youngest ones, with the message of the “Look after of your clothes” campaign. Therefore, it was a natural choice to use TikTok – so popular among teenagers and young adults – as one of the communication channels. With a communication style tailored to the platform, we hope to capture the audience’s attention and engage them in taking conscious care of their clothes. By implementing our campaign, we want to show that everyday habits concerning clothes care also impact the future of our planet – says Dorota Jankowska-Tomków, Procurement and ESG Director at LPP.
The “Look after your clothes” campaign complements the commitments made by LPP to reducing its environmental impact. Implementing the “For People For Our Planet” sustainable development strategy adopted in 2019, the Polish clothing company is also broadening the scope of its activities by focusing on those areas where it has the chance to achieve ambitious yet realistic goals.
Find out more about the campaign at www.dbajoubranie.pl
Go to TikTok to check how much you know by scanning the QR code:
LPP is a Polish family business and one of the fastest growing clothing companies in the region of Central and Eastern Europe. For 30 years, it has been successfully operating in Poland and abroad, offering its collections in such prestigious capitals as London, Helsinki or Tel Aviv. LPP SA manages five fashion brands: Reserved, Cropp, House, Mohito, and Sinsay, whose offer is available today in stationary and online stores in nearly 40 markets worldwide. The company has a chain of over 1700 stores with the total area of 1.4 million m2. Based on a global distribution network located in 3 countries, it distributes clothing and accessories to 3 continents every year. LPP also plays an important role as it employs over 24 thousand people in its offices and sales structures in Poland, Europe, Asia, and Africa. The company is listed on the Warsaw Stock Exchange in the WIG20 index and belongs to the prestigious MSCI Poland index.