Woolite believes clothes that look their best can give women the confidence to take on anything. The creative idea was to demonstrate this ethos through real life situations where a change in clothes offered women, facing an uncertain future, the opportunity to let their confidence shine, setting them up for future success.

To get some of the most stylish women in NYC to donate the clothes right off their back to those who need them most, a renowned street style photographer approached them on the street. Those who participated were invited back to Woolite’s pop-up shop to meet those they’d helped and to see how their donation impacted their confidence. A film of this effort was launched via on-line video during International Women’s Day - a time when women’s achievements are celebrated around the globe. We built further awareness with prominent fashion bloggers who created custom social content sharing their confidence stories and favorite outfit donations. We generated organic social reach by creating conversation with #shareconfidence. Travelling clothes racks encouraged more women to donate and trial Woolite through sampling. Select retailers received custom packs adorned with the campaign’s CTA, connecting Woolite and DFS at shelf.

> Upon launch of the campaign, Woolite Darks saw up to a 19% lift in sales

> Over $140,000 worth of clothes were donated throughout the campaign.

> With paid media running until the end of May, on-line video has already delivered 30% of planned total impressions of 9.75 million and drove nearly almost 60k visits to site landing page. Visits driven from video had lower bounce rates and higher time on site, indicating a qualified and interested audience. Campaign landing page drove 300+ visits to Dress for Success page from consumers clicking on "Donate" button.

> 130MM+ earned media impressions, 10 unique stories, 16 social media posts, 664K social media impressions.