The Vanish #ReSkinChallenge demonstrates the importance of using new media channels to reach and engage specific audiences.

Through Twitch, we were able to directly target Gen Z-ers, who tend to be the biggest consumers of fast-fashion. We hacking the platform and utilising the default skins available in any game and to any gamer, we reach our audience that was seamlessly integrated in their gameplay.

The challenge blurred the boundaries between ‘in-game’ and ‘in-real-life’, acting as both a challenge to rethink fashion for their online avatars - but also to rethink their own clothes habits in the real world.

We launched the #ReSkinChallenge across Europe’s top-streamed games known for promoting the purchase of cosmetic skins.

To promote the #ReSkinChallenge, we partnered with Europe’s top game influencers known for their insatiable consumption of new skins; CaptainPuffy, ShivFPS, FreyzPlayz and fifakillvizualz to name a few. Together they reach with an audience of almost 4.5 million.

It was the first 'gaming-world' challenge that prompted active consideration around the cost of our virtual ‘fast fashion’ problem - leading to greater awareness and recognition with clothes habits in the real world.

We challenged gamers who were prone to buying the latest, best and most desirable skins online to kick the habit and instead show their positive intent by re-wearing their avatar's default skin for a whole week. When they shared it around their communities using the hashtag #ReSkinChallenge, Vanish donated £20 to Oxfam to aid our real world fight against clothing waste.

As a brand we are on a mission to encourage people to wear their clothes for longer. To drive relevance and engagement to our younger Gen Z audience we needed fresh new thinking to cut-through with relevance and engagement.

We looked at the gaming community and identified that, just like people in the real world, gamers view clothing (skins) in the virtual world as disposable items. Our research showed that half of our audience of Gen Z gamers change their avatar's clothing at least weekly. And demand for digital fashion apparel is only expected to grow to $50 billion by 2030.

In reality, the impact of our clothing habits is an issue which negatively impacts our world and our finances.

We encourage gamers to re-visit and re-wear the forgotten skins at the back of their virtual wardrobe, to prompt them to rethink their clothing consumption habits in the real world.

Our partnering gaming-streamers - uncharacteristically - reverted to their basic, default skin for a whole week. And if this wasn't enough to raise questions from their communities, they also wore the same physical outfit in real life.

The big reveal came at the end of the week: we showed that Vanish was behind the #ReSkinChallenge, which challenged for gamers to re-wear their clothes – both in-game, and in real life. The gamers set their own communities the challenge to play wearing their very first, or default, skin – with Vanish donating £20 to Oxfam for each stream shared.

Our partnering gamers then shared the message across Twitch streams, wider social channels, including Twitter and Instagram, and into real-life; blurring the boundaries between virtual world behaviour and real world impact.

Delivery:

- 9x influencers activated

- 36x live streams

- 21x Twitter posts

- 9x IG stories

'+20.2M impressions, delivering +99% over the target of 6.8M impressions.

+180k total engagements.

£10k donation target smashed.

All for £0 media spend.