Love Your Clothes
IE Digital was commissioned by charity WRAP to create a new, consumer engagement website and digital assets for Love Your Clothes (LYC).
LYC is WRAP's consumer-facing clothing and textiles campaign brand, which works to reduce the environmental impact of clothing across the UK and influence a more 'circular' approach to clothing globally.
IE created a new website to support LYC's ambitious, content-led digital comms strategy. The site represents a perfect marriage of brilliant content, enabled by great technology, and set off by eye-catching visuals.
Since the relaunch, support from commercial partners like Ariel has improved dramatically, and website visits have soared from 1,500 per month to 28,500 per month.
Visit the Love Your Clothes website.
Step 1 - Listen
Heuristic review of existing website
LYC’s strategy is to create and curate lots of useful, engaging, shareable content to help change the way UK consumers buy, use and dispose of their clothing.
They were looking for a central hub for this behaviour-changing content, to engage with a broad consumer audience that includes crafters, students and 'fashionistas', as well as householders with responsibility for buying and caring for clothes.
In addition, they needed a more credible website and brand to give partners such as Tesco, Oxfam, Marks & Spencer, and Procter & Gamble the confidence to get involved.
IE Digital reviewed the existing Love Your Clothes website before designing and building a replacement to drive engagement. A full heuristic review identified a lack of consistency across different devices and sections of the site. There were many ‘dead ends’, with pages failing to signpost related content or take users on a cohesive journey through the site.
IE Digital has done an exceptional job of understanding the Love Your Clothes brand and re-invigorating our visual identity. Everybody loves the thinking, design, look and feel. What’s more, they have worked hard and been extremely responsive in the face of tight deadlines. Mouth wateringly effective design delivered with polish and panache – highly recommended.Jamie PerryCampaign Manager
Step 2 - Advise
Co-creating information architecture
IE Digital led a co-creation workshop with LYC and other key stakeholders to define an improved information architecture for the new site.
It was crucial to enable users to discover content more easily, leading them on a journey from landing page to related content, based on category tagging and type.
WRAP’s in-house communications team needed an Open Source CMS that allowed them to curate content easily from other sources. Drupal was chosen and access to the CMS was essential for selected partners and content providers, with functionality for WRAP to amend, approve and publish.
The website also needed to act as the destination for social media engagement, dynamically harnessing social content to keep the site fresh.
Step 3 - Deliver
IE Digital built a highly content-driven Drupal website, designed to drive engagement with users.
The site hosts a patchwork of bilingual content (English and Welsh), from how-to guides and videos, to events listings and tips. An interactive social panel feeds in content from the campaign’s Facebook, Twitter, Instagram and Pinterest accounts.
The CMS allows WRAP’s corporate partners and ‘Super Crafter’ advocates to create content independently for the site, ready for approval and publication by the LYC team. Meanwhile the events page draws in details of sewing and mending workshops and other related events from Super Crafters’ Facebook pages, offering support to small crafting communities across the UK.
Visually, the new Love Your Clothes brand identity gives the site a warm, textural feel and a consistent, colourful look across all communications. The end result is a highly engaging and accessible website that is driving both consumer behaviour and financial and in-kind support from commercial partners.
Step 4 - Support
Interactive campaign content and infographics
IE Digital continues to host and support the Love Your Clothes website and deliver further functionality updates, as well as ongoing content creation and campaign material for local and partner-led initiatives.
P&G’s Ariel brand sponsored an online, interactive quiz to educate consumers on how to interpret the washing, drying and ironing symbols on care labels, in order to keep garments in good condition. IE supported this campaign with a “Care Label Quiz” app, which featured on ITV’s Loose Women and was picked up by the Mirror Newspaper’s Money section.
We also created a series of 52 infographics for roll-out on social media throughout the year and supporting collateral for a #lostsock campaign.
Website visits since relaunch have soared from 1,500 per month to 28,500 per month
Care Label Quiz received 1,000 completions in its first week
The how-to films have racked up over 1,000,000 views