The True Cost Pinterest Hack
The True Cost
Issue 38 | March 2016
Agency
Milk
Creative Team
Copywriters: Anders Holmstrom, Anders Malm Art Director: Kristofer Salsborn Digital Creative: Axel Tagg
Production Team
Project Manager: Bjorn Lind Planning: Agnes Ahlquist
Date
December 2015 and ongoing
Background
The mission was to spread awareness about The True Cost, a documentary about fast fashion and the humanitarian and ecological costs not shown on the price tag. As there was no media budget, the task was to come up with a way to reach a global fashion audience for free.
Idea
The idea was to turn to Pinterest, the world's largest shop window and the #1 online fashion referrer. As images on Pinterest were thumbnails linking to external sites, a simple hack was created to reach the target group in the middle of the shopping process. First, five t-shirts were uploaded with the first part of the message and they were seeded to popular boards and influencers. Then, the original images were replaced. When someone clicked on the t-shirts to take a closer look or buy it, the image opened in a new window and flipped over to reveal the other side of the fashion industry along with the second part of the message.
Results
The Pinterest page received 1000+ followers the first week and the t-shirts were repinned hundreds of times. Every Pinterest thumbnail linked back to their site, giving fashion lovers around the world an unexpected look at the other side of the fast fashion industry.