Tactics - Promotional Materials

Tactics | Subscriber Email Promoting Launch

Retold’s subscribers will be emailed an exclusive newsletter informing them of Re-Story and its launch.

This will help to increase awareness amongst the older target market, who respond well to emails and may miss some social media posts.

Tactics | Promoting Consumer Event

To spread awareness of the consumer event and increase interest, Retold will promote the event on their Instagram as well as through subscriber emails, to ensure the information reaches a all target audiences.

The audience must sign up to be a retold subscriber to be eligible for the consumer event, which provides an incentive for consumers to sign up and become loyal Retold customers.

Tactics | Layer’s Website

The landing page on Layer’s website will promote Re-Story and the collaboration throughout the duration of the project and launch of the collection. This will help to spread awareness amongst Layer’s audience, expanding Retold’s reach.

The website content will include key dates and advertise the launch event, directing audience to click through to Retold’s website to find out more, increasing and encouraging Retold’s website traffic. Updates will be shared showing project updates and work in progress to emphasise the transparency and journey element of the partnership.

This will also help to advertise Layer’s business offerings, as potential clients will be able to see the process through which Retold has gone.

Tactics | Retold’s Website

In the run-up to the collection release, Retold’s website landing page will be dedicated to Re-Story’s launch, promoting, increasing awareness and anticipation for the launch. There will be a description of the collection and why the partnership began. The burnt red of the collection will be included in the website colour scheme during the promotion of the collection, to add further impact.

The user will be directed to get involved by subscribing to Retold, if they haven’t already, to ensure exclusive access to the event, and up to date news on the release and curation journey.

Tactics | Press Release

A digital press release will be sent out to members of press from both Retold and Layer’s press database to announce the launch of the collection, providing all the details necessary for media outlets to report on the launch. The release will be sent via email and will promote the collection to the media, increasing the chances of positive media coverage and spreading awareness of Re-Story.

The press release will aid in the promotion of Re-Story through media and news outlets, with the opportunity to receive both digital and print coverage, spreading Re-Story’s message and increasing reach.

Tactics | Lookbook

The lookbook will be included in the press and consumer boxes at both virtual events. There will also be physical copies available in Retold’s studio, which is used for general appointments and bridal meetings. The lookbook will also be available on Retold’s website for subscribers to view using an exclusive password. This will help to create a visual buzz around the collection with both press and consumers, emphasising the story element.

Having the subscribers involved in the lookbook and collection helps to harvest and develop Retold’s community, creating loyal consumers who will recommend Retold and promote the brand using word-of-mouth.

Tactics | Poster

Re-Story’s campaign poster will be visible both physically and online, with the purpose of spreading awareness of Re-Story and directing the audience to Retold’s website.

The poster will be visible at antique and vintage markets across the country in the run-up to the launch, as well as on Instagram through sponsored posts to expand audience reach. The poster will also be in Retold’s physical studio, available for appointment attendees to view.

Retold and Layer will also share the poster on Instagram and their websites, with Retold emailing it to subscribers to increase the desire and interest surrounding the launch.

The poster will be sent to members of press along with a number of ecommerce and editorial shots with the goal of receiving positive media coverage.

Tactics |Clothing Tags

A clothing tag made from recycled paper will be attached to each Re-Story garment. The label features the campaign hashtag #yourstoryretold, to encourage the consumer to post on social media using the hashtag to create a buzz around the collection and partnership.

Each tag will be individual, detailing the garment story. It will identify the original designer of the product, the previous owner who sold the garment through the Re-Story project, the history of the deadstock fabric used to upcycle the garment, and the designer who upcycled the garment. This demonstrates total transparency and authenticity as a brand which is something the research identified as attractive to consumers in an era of greenwashing. It also communicates the story of the garment which is a focus for Retold and activates the nostalgia associated with vintage clothing.