"I Love My Cotton" Sculpture in Colombia Draws Consumer Attention
COTTON USA debuted an “I Love My Cotton” sculpture in Botera Plaza in Medellin, Colombia, in order to strengthen its campaign message among consumers. The “I Love My Cotton” installation sits between Fernando Botero’s famous bronze sculptures, and around 5,000 people visit the plaza daily.
Two hostesses at the plaza show visitors post cards outlining reasons to love cotton fiber, highlighting purity, quality and responsibility. They also encourage consumers to interact with the COTTON USA brand on social media by following the hashtag “#lovemycotton,” as well as by taking “selfies” in return for vouchers donated by COTTON USA-licensed brand “Belife.”
The project boosted COTTON USA’s presence in Colombia and expanded the reach of the “I Love My Cotton” campaign. From June 19-29, COTTON USA increased its number of followers on Facebook, Twitter and Instagram as a result of the activity. More than 3,220 consumers started following COTTON USA – Colombia on Facebook alone.