Accredited Business Update
Welcome to our Second Marketing Round-Up!
Going forward, we’ll be providing marketing updates quarterly, with the next edition arriving in the July newsletter. Many businesses have told us they want greater visibility into how we’re growing Ethical Clothing Australia’s presence and promoting accredited businesses. These updates are designed to keep you informed about our work to boost brand awareness, engage consumers around the trade mark, promote local brands and manufacturers, and strengthen support for locally made products.
For those I haven’t met yet, I’m Lei-Lani Terrell, Ethical Clothing Australia’s Operations Manager. A key part of my role is ensuring we deliver on our strategic plan, looking after the Ethical Clothing Australia team, and building greater customer awareness about our mission and our accredited businesses.
What We’ve Been Working On
From the start of March to 30th April, we have been running multiple digital campaigns across the Meta network (Facebook and Instagram), other social media, and Google Ads:
- Back to School campaign — Instagram and Facebook boosted posts
- Ethical Fashion Awareness campaign — nationwide, via Meta
- Local Manufacturing Awareness campaign — nationwide, via Meta
- Mother’s Day Gift Guide — nationwide, via Meta
- Buy Ethical, Support Local campaign — state-by-state focus, starting with Queensland, via Meta
- I Made Your Clothes campaign — April to May, via social media
- Google AdWords campaign — ongoing through our Google Grant
Campaign Highlights
Back to School Campaign (Quarterly)
This campaign highlights the breadth of Australian manufacturing, particularly for school and university-related apparel. It targets parents preparing for the school year and features accredited businesses producing student and teacher uniforms, university merchandise, and sports uniforms.
- January: Focused on student uniforms.
- April: Highlighted Australian manufacturing and locally made education-related garments.
- 322 visits to the ‘Are Your School Uniforms Ethical?’ article on our website.
Ethical Fashion and Local Manufacturing Campaign
A consumer-facing campaign to build awareness around Ethical Clothing Australia accreditation and the trade mark, promoting accredited businesses as a trusted alternative to bluewashing.
Objective: To drive consumer awareness and engagement with ethical brands and manufacturers accredited by Ethical Clothing Australia.
March B2C Awareness Campaign (National):
- Reached 87,425 unique users
- Strongest engagement from the 18–24 age group (20,832 accounts reached)
April B2C Awareness Campaign:
- Reached 60,779 users with 62,585 total views
- Continued high engagement from the 18–24 age group (12,512 accounts reached)
Mother’s Day Gift Guide
Following the success of our Holiday Gift Guide, we launched a Mother’s Day Gift Guide campaign. This cross-platform initiative includes:
- Ads running on PBS FM radio
- Street posters in Melbourne and Brisbane
- Paid advertising across the Meta network
- Peppermint marketplace showcase
- An Ad in the Saturday Paper and on the Saturday Paper website
- Ongoing promotion through owned channels (social media and EDMs)
Buy Ethical, Support Local — State by State
We are running targeted campaigns to promote accredited businesses by state, starting with Queensland.
- Call-to-action (CTA): “Buy Ethical, Support Local”
- Queensland ad sets have reached 33,308 users since mid-April
- Focus on driving traffic to the Ethical Clothing Australia website for ethical brand and manufacturer searches
I Made Your Clothes Campaign
Aligned with Fashion Revolution Week, this annual initiative spotlights the workers behind accredited products. Through social media storytelling, we share authentic images and messages from garment workers and manufacturers.
Google Ads (Google Grant)
Through the ongoing Google Grant program, we are running year-round ads focused on:
- Ethical manufacturing
- Accredited brands
- Raising awareness of the Ethical Clothing Australia mission and trade mark
Website Growth and New Channels
From 1st January to 29th April 2025:
- We had 34,678 visitors to our website
- FY24/25 total so far: 84,655 visits
- 51.2% year-on-year increase in website traffic
We also launched our Pinterest page, featuring curated boards such as ‘Ethical Brands’ and ‘Back to School’.
- Achieved 1,000 views in the first month
- Plan to integrate Pinterest into our listicle content strategy to promote accredited brands and further grow our website traffic
Stakeholder Engagement and Upcoming Activities
Rachel Reilly and I presented the Strategic Plan and Marketing Overview during our first stakeholder session. We will continue hosting these updates twice a year.
Coming up
- Canva workshops to support businesses in building their brand presence through social media. The first session is scheduled on Tuesday 13th May.
- Launching Ethically Made in Australia Week in June — a showcase event open to all accredited businesses. Look out for the official announcement in the coming weeks!
Wrap-Up
We’re excited by the momentum we’re building across campaigns, new platforms, and stakeholder engagement. Your feedback and participation are critical to this success, and we remain committed to delivering strategies that increase brand visibility, strengthen consumer trust, and drive ongoing support for ethical and local manufacturing. As always, if you have any ideas, feedback, or questions, we would love to hear from you.
Thank you for being part of the Ethical Clothing Australia community.
Support local
Ethical Clothing Australia acknowledges the Traditional Custodians of Country throughout the lands now known as Australia and recognise and celebrate their connections to land, sea and community. We pay our respect to Elders past and present and extend that respect to all Aboriginal and Torres Strait Islander Peoples today.
We are a place free from discrimination, where diversity is celebrated and everyone belongs. We are committed to creating a safe and welcoming space for all.