Consumer Insight
Most clothing pieces are worn just 7× before being discarded—too early to capture real value.
Brand Insight
Aday customers average 252 wears per item, proving thoughtful, long-term use.
Campaign Concept
Outfit Repeater Challenge: A two-week social experiment inviting 100 participants to wear the same item daily—proving style doesn't need endless variety.
Outfit Repeater Challenge: A two-week social experiment inviting 100 participants to wear the same item daily—proving style doesn't need endless variety.
Execution & Reach
Over 5,000 people applied for just 100 spots. Participants shared 800+ distinct outfit styles spanning 70+ activities.
Over 5,000 people applied for just 100 spots. Participants shared 800+ distinct outfit styles spanning 70+ activities.
While not a requirement, many participants posted organically about the challenge on their social media feeds - and some big names including Gemma Styles re-posted ADAY’s outfit repeater content organically. Attracted to the mission, influencers participated for free.
Impact & Results
Press & recognition: Featured in Fast Company, earning a spot in their “Most Innovative Retail Design” list.
Press & recognition: Featured in Fast Company, earning a spot in their “Most Innovative Retail Design” list.
Organic growth surge: A staggering 1,069% increase in organic acquisition revenue during the campaign.
Continued momentum: The challenge became an annual staple — the latest edition saw 600+ participants, a 558% jump in tagged posts year-over-year and 309% month-over-month.
UGC to conversions: Select user-generated content was repurposed into paid ads, leading to hundreds of new customers and several hundred thousand in incremental revenue.
Why It Worked
Aligned with mission: Sustainability messaging with real-life consumer behavior reinforced Aday’s brand purpose
Aligned with mission: Sustainability messaging with real-life consumer behavior reinforced Aday’s brand purpose
Scalable, repeatable model: From limited pilot to annual program with measurable business impact
Built-in social proof: Peer-to-peer content and influencer involvement created compelling, credible storytelling
