Threads of Change Campaign

Client Brief

Together with Oxford Economics, Humana People to People produced a detailed report on the environmental and economic impact of the SHC sector. But there was the challenge: Humana’s online community was used to hearing about development aid—not so much sustainable fashion. There was no ready-made audience, and information on the SHC social media ecosystem was scarce. That’s where we came in. Our brief? Build a conversation around second-hand clothing from the ground up. Find the right people. Get them talking. And make Humana a credible voice in a space they hadn’t occupied before. All in two months.

Approach

We started with the landscape. We mapped the social media terrain—looking at hashtags, communities, and influencers on both X and LinkedIn. X turned out to be a ghost town for SHC. But LinkedIn? That’s where the conversation could happen. Next, we shaped the story around a new campaign branding: #ThreadsOfChange. Using the Oxford Economics report as a foundation, we pulled out punchy stats, insights, and ideas to build content people would actually stop to read. The tone? Professional but engaging. The visuals? Clean, branded, scroll-stopping. We created a full content suite: organic posts, carousels, quote cards, infographics, and a campaign landing page to drive deeper engagement. We didn’t stop at organic. Paid LinkedIn ads targeted the right people—sustainability leaders, circular economy professionals, NGO decision-makers. We tested, tweaked, and refined every element: headlines, creatives, formats. Meanwhile, we encouraged Humana’s team to join the conversation, adding reach and authenticity. And we tracked everything. Weekly check-ins and conversation monitoring, real-time optimisations, and a final wrap-up report packed with insights and next-step recommendations.

Results

The results were immediate—and meaningful. Follower growth rate doubled during the campaign, with a high number of new, influential followers in sustainability and policy. Engagement went up. Posts sparked real conversations and shares from thought leaders. LinkedIn ads delivered, driving strong traffic to the campaign landing page and generating qualified interest. X was ruled out early on—saving time, money, and effort by focusing on where the real audience was. The conclusion? More traction for Humana in a completely new space, opening doors for future partnerships and communications efforts.