Taking Fashion Revolution’s petition to seven EU countries

Helping Fashion Revolution expand its petition advertising into seven EU countries, using Google Ad Grants to reach more supporters while protecting its limited marketing budget.

Between December 2022 and the petition’s close in July 2023, Fashion Revolution’s Google Ads activity generated 51,122 impressions and 5,093 clicks, achieving a click-through rate of almost 10%.

The campaigns recorded 2,418 petition clicks and 157 tracked petition submission conversions, supporting the organisation’s efforts to build public support for living wages across the fashion supply chain.

Beyond petition engagement, the advertising also generated 1,294 tracked resource downloads, helping audiences access materials supporting Fashion Revolution’s wider mission.

With US$7,889.76 in recorded advertising spend during the period, the grant account provided an additional channel for reaching supporters alongside the organisation’s existing marketing activity.

Fashion Revolution campaigns for a fashion industry that respects the people who make our clothes.

Its Good Clothes, Fair Pay campaign called for legislation requiring companies to undertake living wage due diligence across their supply chains. As a European Citizens’ Initiative, the campaign aimed to collect one million signatures from EU citizens, alongside minimum signature thresholds in individual countries.

Fashion Revolution approached us to help increase petition signatures and reach supporters beyond its existing audience, within a limited marketing budget.

The campaign needed to grow support across multiple countries, but organic engagement was uneven.

While the Netherlands had already exceeded its required signature threshold, countries including France and Denmark were falling behind. Increasing overall awareness alone would not address that imbalance: advertising needed to reach eligible supporters in the countries where additional signatures mattered most.

With limited funds available, Fashion Revolution needed a cost-effective way to expand its reach and direct resources towards those priority markets.

We helped Fashion Revolution access Google Ad Grants, giving the organisation access to up to US$10,000 per month in Google Search advertising credit.

Advertising across seven EU countries

We expanded the petition’s advertising into seven countries, helping Fashion Revolution reach audiences it had not previously reached through advertising.

Prioritising countries with signature shortfalls

We focused more of the available advertising budget on countries where signatures were below the required thresholds, reducing allocations where support was already stronger.

Making the existing budget go further

Using grant-supported search advertising allowed Fashion Revolution to preserve more of its own marketing budget for complementary paid activity, including social media.

Supporting the wider mission

The grant account also provided a foundation for promoting other Fashion Revolution initiatives after the petition campaign ended, extending its value beyond a single appeal.

Google Ad Grants gave Fashion Revolution the capacity to run international search campaigns alongside its existing marketing activity.

By concentrating advertising on countries with the greatest signature shortfalls, we helped increase petition submissions in markets where organic activity had struggled to generate sufficient support.

The project also established an ongoing advertising resource for the organisation, helping it reach new supporters and promote its wider mission while keeping more of its own funds available for other channels.