Threadmill Home Linen

Case Study

threadmill

Project Overview 

Threadmill Home Linen is a sustainable fabric company based in India. Its mission is to create high-quality, affordable, and environmentally-friendly products using sustainable energy practices, no plastics in their packaging, and fair wages for its workers. To accomplish this mission, Threadmill crafts its products in a vertically-integrated facility powered entirely by renewable energy.

The team at Threadmill is composed of socially responsible professionals who believe that contributing to the ecosystem — rather than taking from it — is critical to sustaining ecological balance. To this extent, Threadmill affirms that our society must work in global collaboration to transform not merely the ways in which markets produce and consume, but how we define and measure value and progress.

The Problem 

During initial talks with Otter PR, Threadmill emphasized the importance of operating as a carbon-neutral company within the textile industry. This was especially important in crafting their brand’s messaging as many leading companies — particularly fast-fashion brands — in this industry have recently come under fire for the damage their processes and systems cause to the planet. 

Moreover, because the company is based in India, Threadmill was not well known in the United States. Threadmill sought comprehensive media coverage to have its message of sustainability reach more consumers, increase traffic to its website and online platforms, and improve its products’ ratings.

The Strategy 

Otter PR began by pitching Threadmill as a sustainable brand using clean energy and waste-reductive systems in their manufacturing process. Although this generated several key leads for the company, our team soon realized that we were receiving greater traction from top-tier outlets by pitching Threadmill to reporters for gift guides. 

Upon this realization, Otter PR immediately shifted its pitching and messaging strategy for Threadmill to help place its brand in front of larger consumer audiences. This pivot generated dozens of additional media successes for Threadmill, further contributing to their overall PR goals.

Business Impact (results) 

As a result of Otter PR’s media strategy, Threadmill has seen a drastic increase in its brand credibility and SEO through top-tier placements in outlets such as Forbes, People Magazine, Oprah Magazine, Yahoo!, The Dodo, Cosmopolitan, and others. With over 100 individual pieces of coverage, the company’s readership has expanded to an audience of over 4.5 million.

These metrics have further assisted Threadmill gain brand recognition in India, the US, Europe, and other key consumer markets. With the help of Otter PR, Threadmill’s overall brand image has improved significantly, giving the company additional online credibility and trust with its target audiences.

Danielle Gober

Danielle Gober

Danielle is a Rollins College graduate where she earned her Bachelor’s in Communication and PR. She likes creative writing and finding ways to make her fashion obsession more sustainable.

Publicist

Danielle Gober

Danielle Gober

Danielle is a Rollins College graduate where she earned her Bachelor’s in Communication and PR. She likes creative writing and finding ways to make her fashion obsession more sustainable.

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