The client
Hailing from the Mornington Peninsula and founded by Melanie Lechte, Organic Crew is an apparel brand offering elevated loungewear ethically made from organic cotton. Producing most of its range in Melbourne, Organic Crew is accredited by Ethical Clothing Australia and traces the journey of its cotton from seed to store.
The brief
Seeking to reach a broader base of customers beyond its established fan base of conscious consumers, Organic Crew teamed up with us to build brand awareness and increase sales. The goal was to develop a multi-channel marketing approach that combined search and social strategies, both paid and organic, to drive traffic and revenue. Communicating the brand’s strong ethical principles and supply chain transparency in a simple, easy-to-understand manner was key to our approach.
The solution
Our collaboration with Organic Crew began with an in-depth strategy session to understand their brand values and goals. We crafted a multi-channel marketing strategy that integrated search and social efforts across both paid and organic channels. On the search side, we optimised Google Ads campaigns to target high-intent keywords and implemented robust SEO tactics, including keyword research, competitor analysis, and content optimisation. For social, we ran engaging Meta Ads and leveraged organic social media to build a community around the brand’s ethical message.
We ensured all communications were clear and compelling, highlighting Organic Crew’s ‘seed to store’ supply chain transparency and GOTS certified organic cotton. This involved creating content that simplified complex sustainability principles, making them accessible and appealing to a broader audience. Throughout the campaign, we collaborated closely with the Organic Crew team, continuously optimizing our approach based on performance data and feedback. Regular reporting and analysis allowed us to measure results and make data-driven adjustments to maximize impact.
By combining compelling ethical storytelling with a data-driven performance marketing strategy, we boosted Organic Crew’s brand visibility and demonstrated that purpose-driven brands can effectively engage and convert a wider audience.
