One example of a formative experience that I have had is when I was provided with an opportunity to work with a start-up company that deals with sustainability in the fashion industry. Co-founder felt strongly about fair practices and minimizing fashion waste. In order to build up on this they came up with a campaign that primarily focused on telling a story. Of these, one was to post a series of short videos in their #closetomorrow journey that consists of transforming discarded fabrics into fashionable clothes. We collaborated with micro influencers working towards a similar cause and advocated on social media platforms. This aspect of recognising the general public in the media contributed to increased authenticity and thus engaging the audience. The activity led to an increased website traffic levels by 50% and an increase in sales by 30% inunder two months.