Smart Works are a UK charity that exists to give women the confidence they need to reach their full potential, secure employment and change the trajectory of their lives. Their aim is to allow any woman who needs their help to be able to find her way to a Smart Works centre. 

They believe in the power of clothes and coaching to transform a woman’s confidence. Smart Works service is about much more than the clothes she is gifted: it is about what the clothes allow each woman to become. When she looks in the mirror, she begins to see hope and possibility for a better future.

Strategy

Opportunity: Smart Works rely heavily on word of mouth to market for potential fundraisers. With Smart Works being a smaller charity there is little brand awareness and this could be a potential threat to goodwill and fundraising.

Strategy: To combat this threat, ‘Unmentionables to mention’ will leverage Smart Works partners to raise brand awareness and encourage organic and active word of mouth. This campaign will integrate sharable spaces and passive advertising to create conversation starters and ‘buzz’ around the brand. All while incentivising consumers to support the charity via a buy one donate one scheme. By empowering Smart Works consumers through digital and physical assets, the raised profile of the charity will increase the possibility for fundraisers, open discussion around female unemployment and expand their reach to possible Smart Works clients that require their service.

Rebranded logo and submark.

Teaser

Click HERE to open in Youtube.

Event

This event will be an opportunity for Smart Works clients to network and socialise in a low-pressure, safe environment. Elements of the campaign will run throughout the venue to create a sharable space and introduce the new campaign to Smart Works partners and employees. Raising the digital profile of Smart Works, creating buzz, and empowering the women of Smart Works.

Invites

CAD Event Map

Photo Opportunities

Interior featuring imagery

Event goody bags

Imagery

Creative Direction and Production - Mia Joseph

Photographers - Claudia Woods, Roxie Gunning and Megan Evans

The proposed content will utilise search engine optimisation, keywords, and hashtags to maximise outreach and visibility. Additionally, incorporating current pop culture trends into TikTok samples will increase engagement and exposure. New graphics across Instagram and TikTok will also be used to promote Smart Works new ‘Unmentionables to mention’ campaign.

Social Media Strategy

Instagram Story Teaser and TikTok sample. Click HERE for TikTok.

In-store Experience - Buy one, give one scheme with partner brands.

The buy one donate one scheme aims to expand Smart Works consumers by using their partner brands as leverage to advertise and raise awareness in-store. Customers will be encouraged to purchase with a purpose and buy an item that falls under the ‘buy one, donate one’ scheme. For every bra/knicker sold, one is donated to Smart Works. Allowing their clients to feel empowered and secure.

Swing tags and branded bags designed, printed and shot.

The transparent post box will rest upon checkout counters in partner stores. Each customer will be able to post a second bra/knicker to later be transported to Smart Works HQ. Readily available lingerie gifted to any Smart Works client who wants that extra ‘boost’ and feels safe and secure.

Click HERE to view partnership proposal pitch.