| Story | Torn clothes.People are ashamed to wear them.And they will buy a new one right away.But Decathlon saw an opportunity and turned these holes into sustainable ad spaces.The world's biggest sports retailer simply said to its customers:‘Stop overshopping and start wearing your visibly repaired activewear with pride’.With the help of influencers, we launched a campaign to encourage people to wear mended clothes with Decathlon-blue thread without any shame.We made free branded repair kits available for our customers and organised workshops to teach them how to fix their damaged pieces.A visibly repaired activewear is a statement that the wearer cares about the environment.Soon enough: people wearing blue thread repaired activewear as a statement appeared everywhere.and what a surprise, there were hardly any Decathlon brands in their shared content.These outfits - mostly from other brands - became organic ads for Decathlon.Decathlon's sales did not increase as a result of the campaign - but that was in line with our goal.The campaign website generated the highest reach in 2023.And people got to like the brand more - Engagement rate +5,2% compared to same period last year.+13% AS A PURPOSEFUL BRAND Source: BAVCampaign exposure raised brand advocacy by +5,4 %.As a result, the idea grew to the point where we were invited to appear on several morning shows and radio show and articles appeared in the country's biggest newspapers.The blue thread even appeared in a video clip.Earned media for the campaign: € 110 000 EuroThe best of all, however, is that we managed to change people's buying attitudes and get them to look at used sportswear differently. |