That was the challenge our client Ably Apparel faced in June of 2016. One thing’s for sure, when you’re competing against brands that enjoy unaided global recognition, you can’t trickle into the market and expect to stay; you have to make a splash and build fast momentum. They turned to us to accelerate brand awareness.

Now let’s add another wrinkle in: Ably created a propriety technology called Filium that allows natural fabrics to be odor and stain resistant. You know how your Dri-Fit shirt stinks? Yeah, everyone’s does. It’s because of the synthetic material. Because Ably apparel is made of natural fibers treated by Filium, not only does it not stink, you don’t have to wash it as much either, which is better on the environment. It’s amazing, but it’s an added challenge when trying to educate and excite reporters and influencers on a brand they’ve never heard of with technology nobody knew existed.

Ably launched its brand through Kickstarter, a platform where success and failure lie in the hands of the public. Our job was to gain massive awareness to drive people to the Kickstarter. We succeeded.