Environmentally-conscious apparel, skin care and photography brand Everlane collaborated with @饿了么’s ReLab Sustainable Laboratory and @SeesawCoffee to create a limited edition sustainable lunch box.
- Everlane invited more than ten Weibo and Xiaohongshu KOLs to post on both platforms simultaneously.
- Everlane sought a broad range of KOLs, including those in beauty, skincare, fashion wear, travel, and photography, among other fields.
- Everlane requested KOLs to select their favorite items and post their outfit of the day with their favorite product to exhibit the brand’s “slow fashion” concept in their posts.
- The campaign’s Weibo hashtag #为时尚创益+1# tracked more than 80.6M impressions.