Social Media Campaign - 2025
Six-Weeks
Social Media, Wordpress and EDM Campaign
Overview:
The Re-Fashioned social media campaign - was aimed at raising awareness and to educate about the importance of sustainable fashion. It was to show the intended target audience on how to add sustainability into their fashion shopping conscience by showing and teaching the different ways to do so through where to shop second-hand, what to look for when shopping, small sustainable Australian designers and unsure if the product to sustainable. This campaign wants to change the way people think when purchasing a garment and push for changes in the Australian fashion community to make it a more greener space for the future.
Target Audience:
Before launch of the campaign, I conducted research into chosen topic of the sustainable fashion market and it’s many problems. Through this research it lead me to my target audience of the campaign as they will be the ones to most likely benefit and there was a lack of awareness amongst young adults and teenagers aged 15 to 30 years old. I wanted it to appeal to that age range through aesthetic and messaging as the age group is on the rise, as the most likely ever to spend their disposable income on non-sustainable fashion and throw out their clothes.
The name Re-Fashioned came after brainstorming a variety of names and Re-Fashioned came to me that fashion should be “re-done” at the present moment with the rise in landfill and fast fashion. The logos have a magazine style of lettering for the typography to make it stand out and capture the style of the campaign of youthful and fun but edgy.
The Icon/brand mark keeps the same magazine lettering but rearrange to fit in a circle so it’s easier to use on social media, but now with a green background because through my research it was discussed how viewers respond better to a green colour when looking for sustainable products.
Strategic Plan:
Objective: Build awareness around sustainable fashion by educating your audience through storytelling, visuals, and digestible fun content.
Educate & Inspire: This strategy was seen as hard to optimally see if it was proven to have worked across the various social media channels, but definitely saw a community grow on various channel like Instagram and Threads with comments and high engagement across posts.
Shift Mindsets: Shift Habits: Highlighting real-world examples of how to shop smarter was heavily part of content and would try to encourage users and used EDM to share actionable guides. The result of this strategy seems to have created relatively high engagement from users.
Build a Community & Movement: This strategy of encouraging users to comment things like ”Tell us why sustainability matters to you.” was proven to be ineffective as users did not always comment such things on posted content.
Instagram -
Engagement Rate: 17.93%
The strategy was creating engaging, aesthetic and informative content
Design a good mix of Pictures, Reels, Carousals and
stories.Eye-catching posts that is very colourful and fun that may not be super consistent in terms of looks but to give the effect of almost cluttered, chaotic designs just like a persons wardrobe, especially with fast fashion.
Threads-
Engagement Rate: 2.16%
Creating engaging, aesthetic and informative content
Design a good mix of content with videos and picture posts
Eye-catching posts that is very colourful and fun that may not be super consistent in terms of looks but to give the effect of almost cluttered, chaotic designs just like a persons wardrobe, especially with fast fashion.
Integrating humour and casual language
Campaign Identity:
The style and identity of my campaign will be bright, fun and youthful feeling with a sense of early 2000s references or styles. This is because to appeal to my target audience who loves to reminisce about the early 2000s as many like myself who were born around at that time, so there has been a trend for quite a few years now and call the trend Y2K. I was very inspired by this trend but of course made it my own with fun bold colours that standout and images that will be edited to reflect magazine style prints or edited to add collage like layered effects to add a cool and edgy vibe to the social media campaign.
I decided to research and collect styles of different typography that i like for the campaign such as bold lettering and a magazine cut out letter style of font that would go nicely with the imagery style and aesthetic of my campaign. I also researched into different and fun styles of EDM that can help with the inspiration for my social media campaign EDM’s.
Facebook -
Engagement Rate: 6.09%
Creating engaging, aesthetic and informative content, But making it more Facebook related posts, that are larger and need more album creation.
Eye-catching posts that is very colourful and fun that may not be super consistent in terms of looks but to give the effect of almost cluttered, chaotic designs just like a persons wardrobe, especially with fast fashion.
Wordpress-
Click Rate: 5.6%
To send consistent emails that are reflective of the weeks topic in a fun and engag- ing format.
• Connecting and encouraging users to click the link to read the latest blog post on website or view social media accounts.
Total Page Views: 110
To post blog posts consistently throughout the campaign that attracted users.
For users to explore the website and gain information regarding the campaign in an interactive and fun manner.
Never making the blog posts too wordy and instead creating picture and video filled content in the posts
Successes:
The successes of the Wordpress webiste were the Home Page visits became the highest page number of visits from users, with Facebook was actually the highest number of referrals which is really interesting.
I promoted the website a few times on Instagram and had seen a spike in numbers after the content was posted. Plus expanding on content information posted on other social media channels and EDMs of campaign and encouraging users to share and learn more on the website.
Reflection:
Over the past six weeks, the Re-Fashioned campaign set out to do more than just raise awareness, it aimed to spark meaningful conversations and inspire mindful action in the way we all think about sustainable fashion. From breaking down the basics of sustainable fashion to confronting the realities of fast fashion, micro trends, and ethical sourc- ing, every piece of content was designed to empower the little community the campaign built with knowledge, curiosity, and choice.
The success of Reels, Instagram Threads, and Wordpress blog content reminded me that storytelling and education go hand-in-hand—and that designing in that way is a great skill i have had to learn and will take with me to other design projects and future campaigns i may endeavor. .