ARMEDANGELS
CASE STUDY
Jeans without poison? Yea, that's what were talking about! We were on an exciting mission with ARMEDANGELS around the new #DetoxDenim campaign.
1 Introduction
In the fast-paced world of fashion, where harmful chemicals and unsustainable practices are often the norm, ARMEDANGELS is rewriting the rules. By producing stylish jeans without the use of harmful chemicals, they’re proving that fashion can be both beautiful and sustainable. However, to spread their message and stand out in a competitive market, they needed a partner to help them scale their efforts and reach the right audience. That’s where we came in.
2 The Problem
In the fast fashion industry, the use of genetic engineering, chemicals and heavy metals is often commonplace. This has an impact on the environment and the body. The fashion label ARMEDANGELS is changing that and is completely doing without harmful chemicals in jeans production – but not without style.
Our task was to help steer the content of this campaign, to give it the appropriate online look and the media reach on Meta. The produced spots show the shocking facts and models proudly wearing the Detox Denim collection of ARMEDANGELS to bare skin.
3 Our Solution
To amplify ARMEDANGELS' mission and break through the noise, we crafted a bold, unconventional campaign that dared to challenge the norms of social media advertising. ARMEDANGELS is a brand with a purpose, one that isn’t afraid to highlight uncomfortable truths—so our strategy was built around making their voice loud and impossible to ignore.
We developed a campaign that visually and audibly stood out, pushing the boundaries of what’s typically allowed on platforms like Meta. With striking visuals and provocative storytelling, we aligned the messaging of their new collection with their core values, creating ads that demanded attention and sparked conversations.
Once awareness was established, we shifted focus to product ads that seamlessly tied storytelling with sales. By leveraging ARMEDANGELS' unique unit economics and testing offers tailored to their audience, we proved that impactful storytelling not only raises awareness but also drives scalable, profitable growth. This dual approach ensured ARMEDANGELS reached their audience with a message that resonated while achieving measurable results.