TENCEL™ LUXE is a groundbreaking lyocell filament derived from sustainably sourced wood pulp, exclusively produced in Austria using an award-winning, sustainable closed-loop process. Certified by The Vegan Society, TENCEL™ LUXE embodies the values of botanic sustainability and biodegradability while maintaining an unwavering commitment to exceptional quality. My mission was clear: support the rebranding of TENCEL™ LUXE and establish a comprehensive digital strategy. A snapshot of my tasks:
- Rebranding Support: Played a pivotal role in the rebranding efforts, ensuring that the essence and ethos of TENCEL™ LUXE were seamlessly translated into its new identity.
- Digital Strategy: Took charge of defining the annual digital plan, establishing a timeline, and setting clear KPIs (Key Performance Indicators) to track our progress.
- Content Ideation and Creation: Engaged in global content ideation and creation, aligning our efforts with the global digital branding guidelines to tell the story of TENCEL™ LUXE effectively.
- Social Media Communication: Crafted a comprehensive communication plan for TENCEL™ LUXE across various social media platforms, including Instagram, Facebook, and Pinterest. Having an intense activity during fashion weeks. Main markets: Europe & USA
- Timeline and Activity Monitoring: Keeping a watchful eye on the timeline and brand activities, we ensured that everything ran smoothly and according to plan.
- Monthly Performance Review: Regularly, we conducted in-depth performance reviews, assessing content quality, engagement metrics, and follower growth against predefined targets.
In conclusion, my partnership with TENCEL™ LUXE is a journey of aligning sustainability, innovation, and quality with a digital strategy that reflected these values. We aimed not only to showcase the product and the link with fashion but also to convey its deep respect for nature. Our efforts contributed to elevating the brand’s presence and engagement on various digital platforms and successful collabs with celebrities like Kylie Jenner, Nicola Coughlan and Jessie Ware.