sustaining brand love
Over the course of 2022, our goal was to help drive awareness of Everlane’s efforts towards increased sustainability leading up to their potential B Corp certification—and ultimately driving purchase. But there was a catch: the US-based brand doesn’t have any stores in Canada. So, Mint was tasked with creating strong brand resonance in-market, highlighting brand values to move the needle in Canadian culture.
We launched with a multi-faceted approach that ultimately aimed to increase our cadence of coverage, and create meaningful interactions with product and brand messaging. Leveraging Everlane spokespeople and key campaigns, we worked to build bigger stories and increase overall brand awareness and love in key markets across Canada.
Our always-on PR efforts included earned media outreach, showroom and gifting management, and facilitating press trips (to both the LA denim factory and NYC for fashion week). We also created preview events with strategic partnerships and relationship building, plus built creator relations with affiliate links to drive sales and measurement. Through this multi-level PR strategy, we were able to solidify Everlane’s place as a trusted brand for transparent, sustainable, and comfortable apparel pieces—even if Canadians couldn’t touch the clothes in store.