17 | The Solution

Clothing collaboration with Men’s Mental health Charity: “HUMEN”

Kushty and HUMEN are partnering to highlight the benefits of talking about our mental health. We teamed up with the charity organisation to create a limited-edition capsule collection. HUMEN was created to provide more accessible ways for men to improve their mental health by creating one-hour sessions for men to get together to talk honestly in a confidential space (Humen, 2021).

Oversized Hoodies - Available on our website www.kushtyclothing.com

MAIN PROJECT: #KUSHTYXHUMEN

Why HUMEN?

HUMEN was chosen based on the values they portray to their audience, for example, they are “changing the face of what it means to be a man” (Humen, 2021) by “[Moving] beyond the false and limiting notions of what it means to be a man, or lad or bloke” (Humen, 2021). Furthermore, as the target consumer also seeks to be able to express oneself in society, the collaboration would generate conversation surrounding men’s mental health and tap into “consumer aspirations” (Posner, 2015, pp.174).

Creating a limited-edition collection, with the intent of opening the conversation to mental health should create a buzz of excitement and a need of urgency through the idea of an exclusive product. As Instagram will be the primary channel of use, it is necessary to collaboration with HUMEN to reach another cohort of potential consumers. They currently have 28.7k followers, enabling us to fulfil the marketing objectives. The collection will be based around four different themes, revolving around Kushty’s values: Optimism, Acceptance, Patience and Focus. Proceeds from the collection will be donated to HUMEN, who provide mental health support to men of all ages. Each item bought from the collection will come with a mental health booklet featuring alternative ways to exercise your mental health and a journal to write down their thought and feelings each day.

This collaboration will utilise paid, earned, and owned media shown through the mini projects to promote the first Kushty limited-edition collection. and reinforce our values of support, educate and empower. These promotional tools have been carefully chosen to align with our brand values and attract existing and potential customers.

INTEGRATED MARKETING STRATEGY

01

Pop Up Event

Campaign One focuses on a three-day multi-purpose pop-up and fundraising event promoting the limited-edition collection with HUMEN. • Targets the consumers craving for sensory experiences

VIP Package 02

Campaign Two is the creation and development of the exclusive VIP package for the event to create desirability through an extra exclusive brand touchpoint. • Targets the consumers who like the buy into exclusive clothing and find rare pieces

Website and Blog 03

Campaign Three focuses on the website and blog content made to promote the launch, the new collection and connect with the digitally native consumer. This will be available on desktop, mobile and tablet. • Targets the curious consumer looking to find out more about the brand

04

Instagram Content

Campaign Four focuses on the launch of the Instagram account and the content produced leading up to the event, with a small competition to build awareness in the online space. • Targets the digital consumer who often checks social media every day to check new trends, find a community and engage with brands