Sojo uses AI for first OOH campaign
UK-based alterations and repair platform Sojo is taking its brand marketing out-of-home (OOH), targeting consumers in London as it furthers its mission “to make tailoring and repairs more accessible and encourage a slower, more considered approach to fashion”.
Sojo
Consumers can see Sojo’s campaign on digital screens in One New Change shopping mall, rail stations including London Euston, and on roadside street furniture as well as large format screens across the city.
Using straplines including From ready-made to made-for-you and Seam better days, the campaign showcases fixable fashion faux pas “to encourage people to love their clothes for longer” by using its door-to-door tailoring service.
Josephine Philips, founder nand CEO of Sojo, said: “We’re on a mission to promote a slower approach to clothing consumption. While sustainable fashion is often viewed as expensive and inaccessible to most citizens, we want to meet customers where they are at, promoting great fit and investment in the clothes they already own by choosing to repair items rather than replace. Our tech-led solution is built on convenience and accessibility.”
The OOH campaign is actually the prize for winning a joint initiative between JCDecaux UK Reach and and the Black Founders Fund by Google for Startups, helping business scale up and build brand fame. Sojo also gained access to data-driven planning tools and AI creative testing to optimise the effectiveness of its creative.
In May, Sojo had further exposure to the physical market via an eco collaboration with Selfridges, taking part in a venture called The Stock Market at its key Corner Shop in the Oxford Street, London flagship. Sojo shared the platform with SneakersER, The Handbag Clinic and Vintage Threads.
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