For Others

PROJECT DETAILS

📍 THE SITUATION:

As an upstart clothing brand, For Others is very much in the community building business. They imagined a recurring newsletter that would hammer home their brand’s value propositions - their give back model and sustainability efforts - and provide business and product updates along the way.

For Others’ goals:

1. OFFER exclusive discounts and sales to newsletter audience

2. GROW their community base by bringing interested consumers into their sales/marketing funnel

3. DRIVE to website and social platforms to increase multi-platform brand engagement.

🤝 THE APPROACH

This was a great opportunity to bring the For Others brand to life. Emails from real people are opened more often. We wanted each newsletter to come from the co-founders themselves - not a ‘hello@’ email alias. 

We liked the idea of sending every newsletter on Sunday morning, branding it like a must-read editorial product intended to be enjoyed with a cup of coffee.

📈 THE STRATEGY:

✍️Content: Leveraging a news website-type format, we proposed a bi-weekly newsletter called The Local Impact, where we would:

1. Get in & get out - provide all updates in 60s or less

2. Say it with our chest - message over and over again on their social and environmental efforts and upgrades

3. Provide clear and concise value - take three or four topics and package them into an easy and digestible way - bullet points, short sentences, and emojis.

🚀Growth: We targeted website visitors by creating pop-ups and footers, incentivizing signups by offering 10% off. On social we took aim at For Others’ LinkedIn and Instagram followings, promoting each send before and after it went out. We also encouraged subscribers to forward every newsletter to someone they think would enjoy getting a weekly dose of impact.