Kotn’s Serendipitous Brand Story: From The Farm To The Hanger
Growth Marketing Camp, Ep. 49
If you asked Kotn founders, what's the best way to build a business? They would tell you: “Go to the source!” As that’s precisely what they did seven years ago when they embarked on their incredible journey of starting a sustainable company.
It all started with a trip to Egypt, where they met with farmers, sourced their fabulous material, and created an exceptional ethical supply chain - from the Egyptian farms straight to your closet. And by doing that, Kotn proves that the clothing industry can have success and revenue without damaging the Earth. And on top of that, a portion of their profits goes to funding schools for their farmers’ children.
In this episode of Growth Marketing Camp, Dan Gray shares Kotn’s serendipitous brand story, and breaks down their campaign, Pay It Forward, that went viral on Reddit, which was so successful that it spread like wildfire in a matter of hours.
Dan covers what it took to launch this campaign, why it's important to model what your outcomes look like (from average to rockstar level), and how to make sure you have your checks and balances in place when marketing a sustainable business. He also touches on the importance of word of mouth, and why it’s good to always put some dollars behind a campaign.
Whether you’re a B2B or a B2C marketer, and whether you feel like the grass is always greener on the other side, we encourage you to tune in to this episode. Enjoy!
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