icebreaker presents ‘The uncomfortable truth of wearing plastic’
Still wearing plastic? For many of us the answer is, uncomfortably, yes. The uncomfortable truth is, plastic is still the dominant textile in the fashion and apparel industry world-wide. Conservatively speaking, statistics tell us that half of the clothes in our wardrobes (and on our backs right now) are in fact made from materials derived from petro-chemicals. This campaign is meant to shed light on this conversation and help educate consumers about plastics in their apparel and choices they can make to reduce their plastic consumption. Icebreaker is truely leading a movement towards a more natural way of living with natural performance alternatives.
The campaign activation included various large scale reach digital campaigns as well as key partnership activity through PR, editorial, and influencers.
Plastic Man was featured by Mumbrella as icebreaker was the first brand across New Zealand and Australia to utilise Google’s Marketing Platform (DV360) to launch a dOOH campaign.
“Icebreaker worked with outdoor suppliers Lumo (NZ) and QMS (AU) and programmatic digital out of home platform, Hivestack to launch their first outdoor campaign powered through and integrated with Google Marketing Platform’s Display & Video 360 in Australia and New Zealand.
Icebreaker digital marketing manager for Asia Pacific John Waltmann said: “Through this new brand platform launch we have seen the importance of integration particularly with new technologies that can help us enter uncharted spaces. The confronting nature of ‘Plastic Man’ has meant that we can be bolder as a brand. We are excited to be leading the charge in this space across Australia and New Zealand with the outdoor campaign powered with Google Marketing Platform’s Display & Video 360.”
In the first week of the campaign in October of 2021, it reached over 3 million-target consumers in Australia and over 1 million in New Zealand, while seeing new user growth in both Australia and New Zealand, with New Zealand user growth up 23% and Australia growth up 45% year-on-year. Full article here.
Featured in Remix Magazine
In the first quarter of the campaign, icebreaker saw an increase of brand searches grow +260%. This result was a clear indication of improved brand awareness and audience salience driven through the campaign.