In 2009, Cotton was looking for a way to refresh it’s brand. They hired Zooey Deschanel, Miranda Lambert, and Jazmine Sullivan to record the Cotton anthem ‘The Fabric Of Our Lives.’ Each of the three up-and-coming female musicians brought their own modern and distinct style to the song, as well as the fashion shoot. Showcasing the variety that Cotton has to offer in the fashion space.
Beyond print and television, the Cotton brand was looking for strong ideas to activate an untapped online community.
WHAT WE DID
After seeding the three celebrity versions of “Fabric Of Our lives,” we also gave several other young woman a way to share their own personal versions of the song. We created an experience that allowed user to interact with all the videos and also leave supportive comments and encouragement.
Beyond youtube, we also created interactive style pages, and an interactive closet where people could share their personal style and get fashion advice.