Brand Building Case Study
about the brand
TENCEL™️ is the flagship brand under The Lenzing Group that covers textile specialty product fibre offerings. Since 1992, the TENCEL™️ brand has been driving the evolution of fibre solutions for the apparel and home textile segments through several industry-first innovations and environmentally responsible production processes. Product brands under TENCEL™️ include TENCEL™️ Active, TENCEL™️ Denim, TENCEL™️ Home, TENCEL™️ Intimate, TENCEL™️ Luxe and TENCEL™️ for Footwear.
WHITEHAIR.CO was appointed as the UK strategic communications, brand partnership and influencer lead agency, advising TENCEL™ on the adopted new approach, evolving from a traditional B2B to a B2C/B2ME brand, speaking directly to the consumer. In the first year of collaboration, the WHITEHAIR.CO team took on a hybrid role, working in an agile way to develop a 360 integrated strategy; introducing the brand, building and developing industry and partner relationships to establish the TENCEL™ brand position within the market.
The WHITEHAIR.CO team guided TENCEL™ within the B2C space, building a consumer-facing presence and narrative in the UK via:
Creating key, educational media moments organically and via partnerships
Facilitating industry introductions and relationship building
Spearheading brand partnerships to help grow the TENCEL™ UK network
Negotiating partnerships with KOL influencers to support social campaigns
Media moments: organic
WHITEHAIR.CO works alongside the Global and Regional TENCEL™ teams to ensure earned and organic coverage, in both trade and consumer titles, maintaining regular and consistent engagement with the UK media to support quality coverage. Via a combination of regular news announcements, press release distributions and the sell-in of key campaigns whilst supporting brand partnerships, WHITEHAIR.CO garnered a total organic reach of over 1.9 Billion in the first three quarters of 2021.
Key highlights (pictured right) included placing TENCEL™’s newly-launched e-shop on Vogue.co.uk, as well as developing the TENCEL™ Mother of Pearl Edit and securing the exclusive feature interview placement on Vogue.co.uk, modelled by TENCEL™ ambassador Jasmine Hemsley.
Media moments: partnerships
Alongside maintaining a steady flow of organic credits in the UK media, the WHITEHAIR.CO team negotiated integrated media partnerships in order to engage and educate key target publications with the brand values, messaging and campaigns, as well as introducing and strengthening relationships with key publishing houses in order to build brand awareness and widen audience reach.
As part of the TENCEL™ brand positioning strategy and through such partnerships, the team successfully negotiated a combination of creative content and digital amplification packages to help raise brand presence and awareness, deliver consumer education, and support the key 2021 brand campaigns including Earth Month, #DressForYourEnvironment and #GiftWhatsGood.
See left for just some of the content created under these partnerships to date, including Business of Fashion, Glamour and Hello! Fashion Monthly.
INFLUENCERS & AMBASSADORS
WHITEHAIR.CO provides consultancy and advice to the TENCEL™ team to offer suitable long-term UK ambassador and influencer collaborations, taking into account the respective audiences, messaging, approach and values.
WHITEHAIR.CO negotiate all influencer integrated content to support key campaigns and further educate a diverse mix of highly-engaged and influential communities, which support and feature TENCEL™ brand partners, including Ninety Percent, Mother of Pearl, UGG, and Stripe & Stare.
See right/left for just some of the content already created for TENCEL™.
WHITEHAIR.CO works closely with brands that already use TENCEL™ within their collections to develop closer partnerships between fibre producer and customer in order to grow the TENCEL™ UK community and network.
As part of this more collaborative approach, WHITEHAIR.CO enabled brands to benefit from added value via influencer collaborations, media partnerships and more, as seen above.
WHITEHAIR.CO and TENCEL™ aim to continue to support the growth of the TENCEL™ UK network of brand partners into 2022 and beyond.
WHITEHAIR.CO also spearheaded TENCEL™ Luxe’s collaboration with OSMAN YOUSEFZADA for his SS22 showcase, providing sponsorship and fabrics for the collection. WHITEHAIR.CO was tasked with project managing the collaboration to maximise and amplify all comms around TENCEL™ Luxe’s involvement within the collection, helping to make industry introductions to develop further brand relations and partnerships into 2022.
As a result of its efforts, the WHITEHAIR.CO team secured:
100+ credits to TENCEL™️ Luxe (online & print media)
37+ IG mentions of TENCEL™️ Luxe / tags to @tencel_europe
A total IG reach of 33.5 Million+
A total PR Reach of 1.3 Billion+
An average PR AVE of USD$20M+
“Incredible to have pulled all these elements together: TENCEL™️ Luxe, Osman, One Tree Planted and Amazonico. All looks so seamless!” - Samantha Conti, WWD, London Bureau Chief
WHITEHAIR.CO continues to work closely to align TENCEL™️ and TENCEL™️ Luxe, developing a succinct brand strategy to raise the presence within the UK market, forge new partnerships and amplify the brands’ communications plan, whilst building a highly engaged and supportive brand community to continue to grow consumer awareness.
Rosanna Falconer, Sustainable Style
WHITEHAIR.CO - and specifically the TENCEL account director Liz Roscoe - were integral to the success of the TENCEL 30 year anniversary event that I co-hosted with fellow ambassador Jasmine Hemsley. Liz is quick-thinking, intelligent, dynamic and one of the best-connected people in the industry. Everybody always sings her praises! I loved how she was always solutions-driven - no hurdle was ever too high. Most of all, her enthusiasm and passion are infectious!
Lenzing, Tencel Marketing Manager
WHITEHAIR.CO and especially our account director Liz helped us to position our brand in the UK market and to build great partnerships within the fashion industry. Liz is a well-connected and structured communication expert, working with her is trustful, fun and overall a real pleasure.