We designed an app that is compatible with existing smart washers, providing laundry tips, energy-saving rewards, an informational tag scanner, and friendly competition between dorms and schools to be the coldest campus. Most importantly, students must download the app to use a washer, meaning they get the cold, hard truth each time they throw in a load.

What’s a competition without stakes? The dorm with the highest energy savings at the end of the year is awarded a concert from Coldplay. Yes, we went all in on the puns.

We wrapped these existing smart washers with Gen Z-friendly wraps and copy to remind students why they should wash on cold.

Self-aware brand copy was a proven success among this audience.

We used digital billboards to highlight how many loads washed in cold water could power a significant campus landmark, such as Husky Stadium at the University of Washington.

The Gen Z copy never stops.

This home base connects each execution to the next. It includes a tag scanner that helps identify the meanings of laundry symbols, a closet full of laundry tips, and the chance to take the cold pledge, which connects users to geofenced email marketing.

Our emails are purposeful and meet people where they are. For example, is there a festival coming up in your area? Find a fabulous outfit from a Depop seller who is cold-wash verified!

We introduced a cold-wash verified badge that lets users know when a seller has treated their items with extra care. Additionally, users can filter their search to include cold-washed clothing only.

We created authentic Instagram activations that spotlighted “real” consumers’ reasons for turning to cold.

Who has influence, Gen Z’s respect, and wears cool clothes of all kinds? Emma Chamberlain. We teamed up with this YouTube star and her existing podcast, “Anything Goes,” to spread the word on cold-water washing.