With the help of Olivia Wilde and DoSomething.org, fashion retailer H&M launched a cause marketing campaign called 'Comeback Clothes.'
While many retailers are solely fixated on selling clothing, this campaign considers garments past their end-use. At H&M stores, clothing donation bins were set up, so that customers could bring in clothing of all brands and all conditions. As a bonus for participating, people could snap a photo of themselves making a donation and send it to DoSomething.org in order to be entered in a $10,000 scholarship draw and win 15% off of their next clothing purchase.
As well as helping consumers clean up their closets, the initiative helps to prevent recyclable fabric out of landfills. The stunt was also a great cause marketing campaign for H&M, especially to support the H&M Conscious collection.