• by Larissa Faw , May 11, 2020

Cashmere has always defined itself as a social-first agency, but the COVID-19 pandemic is expediting the launch of the shop’s new practice to capitalize on those sitting in front of screens. The new unit, dubbed Nice Sweater will develop branded digital experiences, ranging from intimate exhibition of content to virtual industry conferences for unlimited attendees.

“Cashmere has innovated agency services by consistently adapting and staying ahead of the curve with a ‘social first’ philosophy,” explains Ted Chung, Founder, Chairman, Cashmere. “And, now, the global community has just made a huge and necessary leap over an ‘invisible wall of digital divide’ to stay in touch with family, friends, and business around the world. Nice Sweater is the connective division we are most prepared for.”

The in-house division will offer services including in-house remote production, strategy, creative, social, influencer and PR services with a special focus on emerging technology platforms, including Zoom, TikTok, Twitch, YouTube Live, Instagram Live and Facebook Live.

This team will be led by senior executives of the parent agency including Chung, supported with several soon-to-be-hired new members. Although the division’s principle physical location will be located at Cashmere’s Los Angeles headquarters, it’s been designed to accommodate virtual work from just about anywhere, says Chung.

Nice Sweater officially launched with the #DoYourPart Challenge for client DoorDash that invites influencers to host virtual dinner parties on Instagram Live. And, for every viewer, DoorDash donates a meal to Feeding America. The project has generated millions of meals thanks to participants such as Britney Spears, Justin and Hailey Bieber, and Diplo.