Working with agency Essence, eco-friendly soap and detergent brand Method has partnered with the fashion world to market its latest product, 4x Concentrated Laundry Detergent. Method teamed with U.K. retailer ASOS to launch a collection, Method <3 ASOS. Style site Refinery29 is also jumping in to create sponsored content around the line and Clever Girl, a group of bloggers and social influencers, will be sharing their feelings about the product on social media with the hashtag #stylebymethod.
According to Method Global Chief Marketing Officer Alison Worthington, the point is to connect with its digital native consumers "in a way that's as compelling and relevant as our product is disruptive."
Read the full story on the Method-ASOS tie-up on Adage.com.