Building a launch audience with a million-tree challenge.

Slo Jeans set out to make inclusive, sustainably produced denim and apparel. Its team of marketers and content specialists had built an audience through social media and TikTok before the brand’s official launch.

To carry that interest into launch, Slo needed an environmental campaign that could reinforce its message, attract new customers and give people a reason to join the waitlist.

One Tribe helped create a friendly challenge to Good American Jeans, co-founded by Khloé Kardashian. Slo pledged to fund protection of one million trees and called on Good American to match the figure.

Supporting social content gave audiences a way to share the challenge or sign up to the pre-launch waitlist.

Some people could share the challenge; others could add their name and join the waitlist. Both actions helped the launch campaign travel through the brand’s existing social audience.

A calendar of follow-up content and campaign materials kept the environmental message present as Slo prepared to launch.

The campaign recorded more than 125,000 TikTok views, a 19.42% engagement rate, an 82.6% rise in organic reach and more than 35,000 likes across social media.

Those results gave Slo a wider launch audience and greater visibility among millennial and Gen Z consumers interested in the brand’s environmental position.