The challenge is on. And it moves on more fronts, all of which have a shared objective. To communicate and promote leather at 360-degrees everywhere in the world. It’s needed, and it’s urgent. The need is clearly visible in the current and in-progress campaigns, such as the one launched by Leather Naturally.
Letaher Naturally is supported, among others, by UNIC – Italian Tanneries, and involves a parterre of stakeholders from all points of the chain. Its goal is to promote the use of leather as a sustainable material. Its “weapon” to transmit these messages is the multichannel global campaign Metcha. A program that seems to have taken off, seen that the results are, in fact, very promising.
Metcha’s content was visualized on Instagram and Facebook during the month of October 23 million times: +35% in comparison to the month of September. The campaign’s page on Facebook generated 427,000 interactions, while Metcha’s official portal were just below 200,000 views.
Work in Progress
Moreover, UNIC – Italian Tanners’ campaign, entrusted to an international agency, is soon to be launched. The campaign’s program includes a number of worldwide communication activities that aim at “clearly showcasing, in a contemporary manner, the three words that are the pillars of Italy’s tanning industry: sustainability, circularity and exclusivity”. Because true sustainability is represented by true leather: Italian leather, in particular.