Fixing a One-Way Conversation
A sustainability brand with a real story, stuck broadcasting instead of talking.
A full marketing plan for Detrash, a UK watch brand built on sustainability, for an audience that can smell a marketing pitch from a mile away.
A plan that turns Detrash from a brand broadcasting into a brand actually talking with its customers.
Detrash needed to stand for something real on sustainability without sounding like it was greenwashing — and its existing content was talking at people instead of building any kind of relationship with them.
Market data from GWI, Mintel and Euromonitor, a direct look at Detrash's own social engagement, and press coverage from the Financial Times and WatchPro.
This audience — people I nicknamed "Digitally Native Ethical Urban Explorers" — actively tunes out influencer campaigns and lifestyle content. What lands with them is evidence, repeated over time.
Build one connected campaign — "Time That Leaves a Mark" — linking limited editions to specific environmental causes, instead of a string of one-off campaigns that don't add up to anything.
Used AI to work through consumer research and competitor data quickly — but wrote the actual brand story myself. AI can scale a real story. It shouldn't be the one inventing it.
A new product line, the campaign concept, better use of existing channels, and a way of measuring success that isn't just "did they buy once."
"A strong ethical story delivered through a one-way broadcast is a wasted advantage."
Read the complete report submitted for this project, including the research, analysis, strategy, and final recommendations.