Social media strategy for sustainable fashion brand

Sustainable fashion brand wants to be promoted via social media

Beginnings and objective

A brand of fashion sustainable was born in January 2025 with a capsule collection of women's clothing made from recycled fabrics.
His Instagram account started with just 600 followers, Most of them are friends and relatives.
The challenge was to creating a real community, The aim is to attract potential customers and to position itself as a modern brand, ethics and close.

Objective: Increase community and brand recognition on Instagram

Strategy implemented

Definition of visual identity and narrative
- A feed consistent with a colour palette natural, minimalist photography and messages about sustainability.
- Tone of voice: close, transparent and educational.
Strategic content calendar
- 4 publications per week:
  - 1 product (with storytelling)
  - 1 educational (benefits of sustainable fashion)
  - 1 lifestyle (how to combine clothes)
  - 1 community (photos of clients or team)
- Daily stories with polls, behind the scenes and launches.
Campaigns with micro-influencers
- Collaboration with 15 micro-influencers (5K-20K followers) in line with the brand's aesthetics and values.
- Focus: product sharing + genuine content, no forced messages.
- We use a tool to get real followers with AI to boost the number.
Intelligent use of Reels
- Short videos showing the artisanal process, before and after the garments were used, and transitions creative.
- Music trends adapted to the brand's style were tested.
Contests and UGC (user-generated content)
- #MiLook...“ campaign: followers shared their outfits with the brand.
- A voucher of 50 € for the best monthly look.
Targeted advertising
- Monthly investment of €500 in Instagram Ads.
- Segmentation: women aged 22-35, interested in ethical and sustainable fashion in Spain and Portugal.

Example of AI-powered UGC video for jewellery brands:

Results 6 months

Indicator	January 2025	June 2025	Growth
Followers on Instagram	600	34 200	+5 600 %
Average engagement	2.1 %	6.8 %	+224 %
Average monthly reach	4 000	210 000	+5 150 %
Traffic to the website from Instagram	180 visits/month	8 400 visits/month	+4 566 %
Sales attributed to Instagram	0	37 % of total sales	-