The campaign parodied outdated and irrelevant labels given to people based on their gender, sexual orientation, ethnicity or religion. Over 90 creators with influence were asked to reclaim their identity and embrace their uniqueness by customising a t-shirt with the phrase ‘100% -----’ on it and to write a chosen, positive, tongue in cheek ‘label’. Labels included ‘100% Gender Neutral’ , ‘100% First Generation’, ‘100% Feminist’, and ‘100% Free’.

An image alone can only take you so far but Instagram gives influencers a chance to tell a story alongside an image. In this case it gave them a chance to explain why they chose the word they chose. This provoked powerful and meaningful stories from the influencers which in turn inspired their audience to create content and share their own stories to help break down labels given to them.

Pairing the client with the right influencers required strategic matchmaking. For #LABELSAREFORCLOTHES, it was very important to have a good deal of diversity – all genders, sexualities, races and ages.

Our influencer marketing service which has the most advanced search and matchmaking capabilites in the world provided an optimal solution to the campaign. We were able to commission creative influencers at a global scale, who all shared their individual stories on breaking down stereotypes.

The influencers we found had stories about breaking down the Instagram stereotypes of ‘basic’ and ‘extra’ to stories of embracing their identities with labels such as ‘1st Generation’ which explained the backstory of what that really means in today’s world.

The entire campaign was executed within 60 days from start to finish, collaborating with 92 from around the globe who published solely on Instagram.

- 92 content creators

- 92 assets produced

- 60 days

- Achieved for a budget of under $80,000

This influencer activation alone reached 7.4 million people, had over 763,000 engagements (likes and comments) and inspired a further 4000 people to pick up a pen and to create their own content which was in turn posted on Instagram using the hashtag #LABELSAREFORCLOTHES sending the message out to millions more.

All this was achieved for a budget of $80,000.

The cost per engagement was $0.09 - much lower than the industry benchmark of $0.35 showing the power of the messages that were created.

The success of the influencer marketing activity contributed to the success of the overall #LABELSAREFORCLOTHES campaign, with titles such as Women’s Wear Daily, Elle Magazine, Marie Claire, and Stylist reporting on the campaign.

We had to carefully select the influencers from around the world who best matched the brief. River Island were targeting the Gen Z and the younger millennial market, an audience who seek diversity and react to activism. In a recent survey, Fuse found that after learning a brand supports a social cause; 85% trust the brand more, 84% would purchase the brand’s products and 82% would recommend that brand to friends or family.

So, we searched for influencers who had an inspiring story or message to tell their audience. They were from all over the world, from all walks of life and all ages. The youngest influencer was 18 and the oldest 64, and yet they all spoke to this same audience.

The project gave them a chance to let their guard down, to send a powerful message and in turn their audience reacted passionately by engaging with the content.

To celebrate their 30th year, high street fashion brand River Island launched a gender neutral t-shirt line in collaboration with an anti-bullying charity.

This 360 degree campaign included work produced by the client’s in house PR team, VIP talent manager and their comms agencies and was seen globally on outdoor ads, television, and in magazines.

The client identified the value of implementing an influencer campaign alongside their existing campaign as a vital tool in raising awareness for the #LABELSAREFORCLOTHES movement. Our carefully selected pool of global creative influencers shared their branded content in a meaningful and empowering way with the client’s target audience in their key market locations.