Henry & Belle
Build a social value proposition that maximizes sales and social impact for this family owned denim brand.
We began by examining Henry & Belle’s assets, including their brand recognition, reach, customer segments, production chain and activation points in order to identify the leverage they have to make measurable difference. By clarifying what opportunities they have to make an impact, we were able to help them align their product with their cause (connecting customers with nonprofits they can help in their own local communities) in such a way that they could demonstrate impact. We then worked with Henry & Belle to develop an innovative, comprehensive campaign strategy connecting customers to their social value proposition.
Henry & Belle launched “Right Amount of Give.” This innovative, product-integrated strategy utilizes the companies unique assets, including hundreds of small, local boutiques in communities around the country, to connect customers to organizations in their communities. A Right Amount of Give tag on each pair of jeans sold includes a purchase code. Customers visit the H&B website, locate the charity of their choice in their community, plug in the purchase code on the jeans, and H&B makes a donation to that cause and connects the customer directly to the organization. Boutiques around the nation submit causes to H&B for listing and host trunk parties in partnership with their local charity of choice.