Sustainability
Consumers need to be able to identify leather from alternatives.
fraction of what hiring an advertising agency does. This allows the campaigns to have more impact for less investment. Between the website and social media efforts, the Is It Leather campaign aims to have 1.3 billion impressions within three years – and is well on its way.
“We are the fastest-growing leather account on LinkedIn… We want synergy in the industry in focusing on the consumer.”
Craig Tonti, Is It Leather
To push the relevant messaging out on social media, Is It Leather has an internal influencer who posts on TikTok, Instagram and other platforms. In addition, the campaign has partnerships with 25 related influencers who use its messages on their own accounts. This effectively extends the campaign’s reach.
Leather in and of itself is not a popular topic on social media, Tonti explains, but two related issues certainly are: deception and greenwashing. Of course, these are both important topics in the leather supply chain and are easily incorporated into presenting leather’s message.
Browse the Is It Leather social media channels and you’ll see how content is presented when it comes to these two issues. From humour and some cheekiness to dramatic demonstrations – like torching a leather jacket and a fake leather – the content is engaging as well as educational. Frankly, it must appeal to the younger consumer segments that need the most education on the subject.
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Existing customer importance While the consumer is the focus of Is It Leather efforts, preaching to the choir is still very important too, Tonti and Jackson say. LinkedIn has become vital for engaging the business side of leather. “We are the fastest-growing leather account on LinkedIn,” Tonti says.
The number of reposts and the level of engagement are very impressive, he says, adding that it is getting the attention of the retail world. This is especially true when it comes to European retailers who face more stringent product regulations in the EU.
Of course, Is It Leather is not the first or only organisation to promote the facts about leather. Tonti and Jackson say they aim to help align industry organisations in presenting consumer education about leather in an organised way. Already, three associations have joined the effort and talks are under way with more groups. “We want synergy in the industry in focusing on the consumer,” Tonti says. By working together, efforts will be more effective in reaching the public and clearing up the confusion over materials in the marketplace.
The pair say that the Is It Leather team is strong, with many collaborators and volunteers who are committed to correcting the misinformation about leather. They have plans for more campaigns and other initiatives to safeguard leather and its place in the market.
They urge professionals all along the supply chain to subscribe on the website as well as follow on social media. The more reposts, the better for the leather business as it continues to separate facts from fiction. ●
Leather International /
www.leathermag.com
kon/
Shutterstock.com
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