International swimwear brand Zoggs is launching its Ecolast™ swimwear range, made from ocean waste, with a 'social media first' strategy. Social media consultancy Immediate Future will take the brand into Facebook, Instagram and Twitter in February.
Jocelyn Kirby, UK and Ireland customer officer and head of marketing at Zoggs, said: “Ecolast is designed to make a difference to our oceans and drive the environmental issue in the world of fashion and leisure. Our social launch is essential to help us reach consumers who want to choose sustainable swimwear that will make them look and feel great – taking our brand beyond the swimming pool and connecting it to style, use and the environment.”
Zoggs’ Ecolast range is made from abandoned fishing nets, carpet and industrial waste which are rescued from the oceans and landfill through the 'Healthy Seas – A Journey From Waste To Wear' initiative and the ECONYL® Reclaiming Program. Made using 78% ECONYL regenerated yarn and 22% LYCRA® XTRA LIFE™, Ecolast is soft, comfortable and fifteen times more resilient to chlorine than standard swimwear fabrics. Going one step further, Zoggs will donate 10% of Ecolast profits to Healthy Seas.
Kirby continued: “We have a strong story to tell. And that meant we needed to consider raising the game on social and working with a specialist agency to drive real stand-out. Immediate Future are the experts and more than that, understand how to grab attention on social feeds. Their performance in delivering results is well recognised and we knew they would be a perfect fit for us”.
Katy Howell, chief executive at Immediate Future, said; “Research shows that plastic waste and ocean issues are front of mind with consumers. However, social data reveals that when choosing swimwear, the look, fashion and fit matters just as much. Social allows us to tailor the message to individuals’ motivations and behaviours – reach those that look at swimwear and bikinis for holidays, spas and activities as well as in the local swimming pool – all with a strong environmental message."
"The Zoggs team are working closely with Immediate future to hone the messaging and make it simple and clear. Opportunities for storytelling with quality content will be the priority. Both teams will be focused on ensuring social activity resonates with the broad audiences that purchase swimwear or are interested in eco fashion."
Zoggs is on a journey to make a difference by committing to improve its environmental impact. Currently 40% of Zoggs swimwear is in its Ecolast fabric and by 2020 the company’s aim is for 75% of its UK swimwear to be made using recycled materials.
The campaign will launch in February 2019.