Fairware

Fairware, a trailblazer in ethical and sustainable promotional products, became a key focus for me due to their innovative approach to influencing consumer habits and championing sustainability.

I proposed a digital transformation strategy that seamlessly integrated their "strategy first" philosophy into content and social media marketing. This comprehensive collaboration encompassed creative development, production, content marketing, and community engagement, aligning Fairware's values with a dynamic and impactful digital presence.

The evolution of our partnership gave rise to impactful campaigns like The Changemaker Series. Rooted in Fairware’s values and purpose, this series explored the unique challenges behind each project, spotlighting the dedicated suppliers who bring these visions to life. The digital strategy focused on sharing the stories of individuals driving positive change through purpose-driven products.

Each Changemaker’s journey is a testament to resilience and purposeful action. The series delves into these inspiring narratives, posing thought-provoking questions to spark connections and foster a shared vision for meaningful change. Spanning over 15 episodes, The Changemaker Series highlights incredible brands such as Patagonia, NADA, Eclipse Awards, and Chop Value, celebrating their commitment to creating a better future.

Great content deserves impactful distribution. By managing Fairware’s advertising spend, I ensured their message reached the right audiences and ecosystems, effectively communicating their core values and commitment to sustainable practices. The results were remarkable: a +457% increase in online conversions via social media, showcasing the power of purposeful storytelling paired with strategic digital amplification.