For the first unit of my second year of university, I had to create a 6-month content strategy based around sustainability for a brand of my choice. I chose Ganni and created 3 pieces of content that would be promoted across various channels. My content had an overarching theme of upcycling to interconnect all the 3 pieces of content. To create the pieces of content i conducted extensive research into Ganni and sustainability.
The first piece of content was a campaign named #GANNIGLOWUP a campaign that would launch on the first day of spring based around Spring cleaning, encouraging consumers to take part in not buying any new clothing for 2 months, but instead to clean out their wardrobes and upcycle garments they already own, using a guide created by Ganni on their youtube and social media on how to upcycle basics in you already own. Below are mock-up images of what the campaign would look like. People who take part in this initiative can post their upcycled looks using the #GanniGlowup.
The second piece of content will launch on world bee day, to show consumers how upcycling is important to protect habitats and species like bees. To do this there would be a collaboration with Lily cole an environmental activist and bees for development, an organisation helping preserve bees. Ganni will conduct a live Q&A with lily Cole and bees for development to answer consumer questions on why upcycling is important.
The final piece of content, I created a Ganni glow up app which is an app dedicated to how Ganni is making moves to becoming a more sustainable business as well as content to inspire consumers to be more sustainable. The app will feature a weekly publication that consists of images of consumers who have taken part in the spring cleaning campaign from the first piece of content along with an article on why they chose to take part.
