• by Steve McClellan  @mp_mcclellan, April 23, 2015

Method, the eco-friendly fabric and personal care products company, has launched “Style by Method," a campaign from the marketer’s digital AOR, Essence. Promoting the brand’s new 4x Concentrated Laundry Detergent, the campaign highlights how women can maximize, care for and style their wardrobe and includes partnerships with fashion brand ASOS and Refinery29. There’s also an earned media amplification component with the Clever Girls blogger network using the #stylebymethod hashtag. At the heart of the campaign is the method <3ASOS collection, a 10-piece ASOS fashion collection. The featured clothing is modern, functional and, you guessed it, machine washable. Additional ASOS content includes a digital look book, stylist video series and an interactive care guide.  Refinery29 will develop custom editorial features focused on how to take care of stylish clothing with Method. Surrounding the custom content are 15-second videos and banner ads, which were developed in partnership with digital agency Mekanism. These ads, set in a “fashionable and quirky Method world, bring forth messy problems with a fun, clean happy solution."