Rothy’s: The Statement Makers
Rothy’s is an eco-friendly fashion brand out of San Francisco known for upcycling plastic water bottles into chic & comfortable women’s flats. In 2020 Karishma led the campaign strategy that launched Rothy’s debut bag collection - crafted from its newest sustainable material - a proprietary blend of ocean-bound marine plastic. The campaign was intentionally designed to not be product-centric. Instead it focused on how the featured partners supported meaningful causes through their style choices.
Talent: Amber Valletta, Supermodel + Actress + Activist, Halima Aden, Supermodel & UNICEF ambassador, Kilo Kish, Singer + Songwriter + Visual Artist, Amanda Nguyen, Activist & founder of the civil rights organization Rise, Leandra Medine Cohen, Founder of the Man Repeller
Services: Brand Strategy
Agency: The A List
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Successfully launch Rothy’s debut bag collection with a cadre of tastemakers that align with the brand’s sustainable & aspirational ethos.
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Execute a multi-platform social + digital campaign with 5 press worthy tastemakers who inspire others through their thought leadership. Secure usage rights that allow partnership collateral to live across brand owned & third-party social + digital channels. Each collaborator should uniquely represent what luxury means to them throughout the messaging of the campaign.
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The rollout included a talent & brand driven social campaign across Instagram that garnered 9M+ impressions. Event appearances from talent partners & notable press at a private event at La Mercerie NY - curated by our team.
Campaign images were featured on New York City billboards, digital displays, subway ads & in a partnership with The New York Times, coupled with a full-page ad.
The brand did a takeover of The New York Times homepage & featured social amplification on the Style section’s channels that highlighted each “statement maker” to illustrate the evolution of luxury from their point of view.
The campaign & event received coverage in publications like Vogue, Elle, WWD & Marketing Dive.
