Surfers Against Sewage X Tootsa.
Here's how a tiny team of passionate creatives, with no budget, drove a successful partnership, created a fresh social and media campaign, raised money and built community.
A long term supporter of Surfers Against Sewage, ethical and unisex brand Tootsa designed a range of clothing to raise money and awareness of SAS vital environmental work.
We devised a campaign to enlighten, inspire and engage through social, influence and media by:
- Crafting relatable but inspiring stories.
- Creating gorgeous but 'real' images.
- Being positive whilst telling facts and backing up with clear, concise messages.
- Positioning Tootsa as a champion of the cause and other ethical issues.
- Being attainable and ensuring a sense of 'collective ownership' by getting across that EVERYONE can be involved, make a difference and play their part.
IMAGE:
- Captivating photography of 'real' people in a beautiful, natural Ocean setting.
- We photographed the Tootsa staffers, their surfing friends and families one late Spring evening when the sun was setting over Hossegor Beach in South West France - the teams favourite spot in Europe for surfing.
- No make-up, no stylist and no special effects were needed producing stunning, positive images.
- Used across social media platforms, website and also helped to secure media coverage.
INFLUENCE:
- We reached over 200,000 people by collaborating with trusted, authentic micro-influencers who started conversations and created shareable and beautiful content.
- After identifying Influencers we wanted to work with, we approached them, had a chat about our goals and why we need them and although we discussed content ideas and timescales ultimately we respected them and they had free-creative rein on how they ran the campaign. After all, they are the masters of their brand and know their followers better than we do!
- We only asked that they tag Tootsa & SAS and include the hashtags - #beachcleans, #surfersagainstsewage #plasticfree and #tootsa
- By monitoring the hashtags, we were able to see that the content created by the influencers was shared multiple times by their followers. Creating a sense of community and ownership around the charity campaigns.
- Through our partnerships with Influencers, we achieved extensive valuable online engagement, as their followers felt they too could do their bit to help the cause.
- Sales increased by 150%.
CONTENT:
Tootsa's 'SURFING CHANGEMAKERS'
"Inspired by the incredible work our charity partner, the environmental organisation Surfers Against Sewage do we are launching a series of interviews with people who have used surfing as a platform to make a positive impact within their communities"
- Compelling, educational and heart-warming blog content to ‘give back’ to the wider community.
- Whilst researching ideas for the campaign we came across multiple surfers who are using their love of the sport to help others but who have very little exposure.
- We devised a strategy to use the Tootsa platforms to help spread the word about these individuals.
- We crafted short, readable but inspiring interviews that were published across the brand's blog and promoted on newsletters and twitter.
- As well as continuing the brand's strong core belief that it should 'give back' these interviews also helped to establish Tootsa's relationship with surfing - something founder Kate Pietrasik is passionate about and very good at!
We launched with an interview with the delighftul Pete Lewis - Director of Fundraising & Operations at SAS - who told us all about SAS and also provided simple, manageable ‘tips’ on what families can do at home to reduce their use of plastic.
Reiterating the message that everyone can easily help.
Another of our incredible surf 'Changemakers ' was Ben Clifford who we interviewed about his charity Surfability. Ben teaches children with a physical and mental disability how to surf! After our interview, Ben went on to win a Pride of Britain Award!
PRESS:
- A passionate surfer, feminist and long-standing supporter of SAS, utilised CEO of Tootsa, Kate Pietrasik to bring further credibility to the partnership and help to dispel negative, cynical reactions.
- Positioned her as the campaign spokesperson and an ‘expert’ on environmental fashion issues.
- Tied in evidence of Tootsa's commitment to sustainability including the brands charitable recycling schemes.
- Coverage included news features and full-page interviews in national and niche press including Coast Magazine, Lionheart, Independent Schools Magazine, Be Kind and Project Calm.
- The press campaign also led to Tootsa being featured in Grazia and on ITV Tonight.
