CAMROSH
KNITTING RUGS & STORIES
The quest
Camrosh is an ethical business selling high-quality rugs made by the nomadic tribes of Iran. It aims to support these communities and their rich heritage through profit sharing and raising awareness.
The nomad tribes of Iran and their traditions are on the verge of extinction. Because of fast fashion and consumers blindly following trends, nomads cannot sell their art and end up having to leave their communities to look for a better future. But alas, they resort to taking up low-skilled jobs in big cities, barely making ends meet, and worst of all, lose their identity in the process. Struggling to adapt their craft to new trends and having to compete only on price, they and the heritage of proud ancient tribes end up worse off than how they started.
Worry not, Camrosh is here to save the day! This social business works with the artisans of nomadic tribes to create unique rugs like they always did, so that they preserve their tradition and dignity. These one-of-a-kind high-quality rugs are hand-made in a sustainable, nature-oriented and zero-waste manner. They use natural colours to paint unique patterns on these durable rugs, all made from their own animals and plants. For every rug sold, the creator gets most of the profits and donations are given to the community as a whole.
The client came to us to establish a powerful online presence and convey their mission in order to increase sales and gather support.
The magic formula
How do you gather support for a noble cause found in a remote local community?
What is the best way to touch people’s hearts?
How does the value of a peculiar rug increase to support a community?
By becoming part of a powerful story. And believe us, the nomad artisans have a lot of those!
Branding
The first step was to create a real brand! We worked together with the Camrosh team to design the ideal branding to dress our noble cause.
Social media
Then we shared everything about the nomads with the world – of Instagram! Their names, ages, habits, their trade’s secret methods and ingredients, their way of life, their beliefs, their hopes, their fears, their unique perspective…
Photography
We portrayed the actual rugs in positions of power and admiration within their natural environment, to reflect the noble nature of the nomadic tribes of Iran.
Gifts
We are a digital agency and we believe that this is the best way to promote goods, services and ideas, but sometimes we get primitive.
So, along with every rug the customer would receive 2 gifts: a perfume of the nomadic life (combining the smell of flowers, grass, organic dye and homemade arak) and a tailor made Thank You card with a unique discount code.
The happy ending
Since our promotional campaign was launched, sales increased by 20%, and repeat customers doubled!
Camrosh was able to sustain hundreds of nomads who would have otherwise left the community, and their legacy lives on.
In collaboration with Ario Akhlaghi
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