'UrbanDaddy,' Bustle Digital Group Team With Cotton For 'Check the Label Project'

Digital publishers UrbanDaddy and Bustle Digital Group are collaborating with Cotton on its fall campaign/site Check the Label Project.

The Check the Label Project exists, in part, as a website where consumers can learn more about topics around sustainability and lifestyle products. The campaign focuses on making consumers aware of what they put on their bodies, as much as what they put in them.

Visitors to the site will find information about living a more sustainable lifestyle, how to save money and get a better night’s sleep by using cotton. The website includes editor picks, such as style items, including bags, men’s blazers, beauty products and knitwear.

There is also information about denim recycling related to Cotton’s Blue Jeans Go Green program.

Both UrbanDaddy and BDG are using their involvement in the campaign to deepen their pro-environment coverage across various products and topics. They will continue to prioritize that coverage in 2020.



"It’s exciting to see two digital publishers come together with a heritage brand like Cotton to continue bringing awareness on the growing topic of sustainability," Emily DeSear, senior vice president, creative at BDG, told Publishers Daily. "Collaborating on the launch of Check the Label Project ignites conversation and educates consumers around this issue, and we are bringing the campaign to life through our own voices."

Visitors to UrbanDaddy and BDG’s outlets can receive Cotton recommendations and find curated Cotton clothing, home and beauty items through interactive quizzes. The content is shareable on reader’s social platforms.

UrbanDaddy’s website features a custom navigation bar integrated into its homepage, while targeted branded and cobranded media, including a fixed module, can be found on the Bustle Fashion Channel and module.

To drive traffic and promote the campaign, the publishers and Cotton created custom content promotions with custom-dedicated email marketing, including dedicated emails at the campaign’s launch and planned follow-up emails during its run. There are also mobile app push notifications.

Across social media, the campaign is being promoted on Facebook, Twitter and Instagram, with IG Stories created to highlight specific articles on the campaign’s website.

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