Comeback Clothes - H&M and DoSomething.org
H&M is a pillar of the fast fashion industry, known for its accessible, trendy, and affordable clothing. Aware of the amount of recyclable fabric that ends up in landfills, H&M was the first fashion company to launch a global garment collection initiative, inviting consumers can drop off clothes they no longer want at local H&M stores.
H&M needed a partner to: raise awareness of the garment recycling program in the 13-25 audience; increase unwearable garment recycling at H&M stores nationwide and; activate H&M employees to become leaders of CSR programs in its stores. Enter DoSomething.org, the largest organization for young people and social impact in the U.S.
Comeback Clothes challenged users to save the planet by recycling old clothes instead of throwing them in the trash to end up in landfills. Young people were engaged via a text campaign, encouraged to host collection drives and directed to the closest H&M store to drop off donations. Participants also received a 20% off coupon as a thank-you.
The campaign featured friendly store competitions to keep motivation high with prizes like JetBlue tickets, scholarships and pizza parties. Employees got regular text updates from store leaders keeping them apprised of their progress.
Comeback Clothes collected over 400% more clothing than previous year efforts (589,160 pounds), increased foot traffic and sales and secured $1.7 million of donated media as well as celebrity support from Victoria Justice and influencers.
