Goal: Develop a campaign to raise brand awareness for Ralph Lauren's newest brand, Denim & Supply. 

Solution: Denim & Resupply, a 3 month-long "discount for donation" campaign using a philanthropic integrated marketing strategy. In return for a Denim & Resupply discount, customers were encouraged to donate used denim in-store to be recycled as eco-friendly housing insulation. Targeting metropolitan campuses within a 5 mile radius of D&S stores, the campaign was initiated by collegiate brand ambassadors to improve brand awareness, brand image and increase store traffic among the college student demographic.