The
Challenge
The brief was clear: gain awareness for TENCEL in the India market and drive incremental
engagement across its social media pages. The difficulty was that TENCEL didn't fit neatly
into any existing product or service category, which made it hard to define a relevant audience
or build brand recall in the traditional sense.
The challenge, then, was less about promoting a product and more about promoting an idea
sustainability as a lifestyle and finding the right people to have that conversation with.
The
Solution
A dual-track social strategy brought TENCEL's sustainability story to life, speaking differently to B2B and B2C audiences while staying rooted in one core message: conscious, eco-responsible living.
- Dual-audience approach: Separate B2B and B2C content buckets with one core sustainability message.
- Core USP: Every campaign was anchored in sustainability and eco-consciousness.
- Philosophy over product: Promoted conscious living, not just a fiber.
- Proof point: Botanic-origin cellulosic fibers integrated into nature's own cycle.
- Key activations: Lakme Fashion Week (Feb '19), Pause (Nov '19), Capsule Closet (Jan '20), Environment Day (Jun '20).
- Unified thread: Sustainability isn't a category, it's a commitment, and TENCEL is woven into it.
