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.
Metcha
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.
35% more
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.
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