PICTURE AN INDUSTRY THAT DRIVES A 394.12 BILLION DOLLARS YEARLY FLOW, ANSWERING TO some of the most traded products globally AND SUPPLYING TO ALL MAJOR CREATIVE INDUSTRIES.
THE LEATHER INDUSTRY PLAYS A KEY ROLE IN DESIGN, FROM FASHION TO FURNITURE TO THE AUTOMOTIVE MARKETS. LEATHER, AFTER ALL, GENERATES VALUE LIKE NO OTHER MATERIAL.
Raise your hand right now if you've never had a leather belt, shoe or bag?
The issue here is that not really everyone sees the real picture. (So far, shall we say)
For too many years the leather industry hasn't dialogued with the final consumer, leaving an open space for others to take its place and build wrongful and deceiving narratives.
SO HOW CAN WE CHANGE THAT? HOW COULD WE BEST RELATE TO THE YOUNG GENERATIONS AND REVERT THEIR PERSPECTIVE ABOUT LEATHER, MAKING IT A VALUABLE PART OF THEIR EVERYDAY LIVES?
This was just the briefing we received from leather naturally, an international entity situated in the Netherlands and representing the entire leather and co-related industries worldwide.
Our answer? METCHA.
METCHA is a global initiative aimed at generating awareness to leather design, culture, and lifestyle.
Structured around a content-based strategy, METCHA is active across multiple channels – from Instagram to Spotify, including Facebook, Pinterest, Twitter, and Tumblr –, promoting connections with the world's most exciting creatives, giving birth to exclusive collabs, and during this course provoking a culture change in relation to how people relate to leather.
It is the only initiative in the world to generate consistent and daily discussions and interactions within the design and creative industry, taking leather to the spotlight as never before.
In a time when our daily narratives are intertwined with digital and social media, no other strategy would be more effective than taking leather to that very place where people spend most of their time on, where they relate to their friends and search for entertainment – naturally introducing leather into the routines of Gen Z and Millennials through content strategically thought out to relate to their interests, therefore establishing a fluid conversation while communicating leather’s values and DNA. This is how we’re going to make young generations see leather as their most exciting lifestyle and creative partner, changing the present & future consumer for good.
Since july 2019, metcha has been raising the leather industry's voice.
REACHING OVER 40 MILLION PEOPLE EVERY MONTH.
ESTABLISHING A WORLDWIDE AUDIENCE OF MORE THAN 3.2 MILLION PEOPLE ACROSS ALL OF ITS PROPRIETARY CHANNELS.
MAKING THE WORD LEATHER REVERBERATE OVER 700 MILLION TIMES IN JUST TWO YEARS.
Reaching more than 4.5 million sessions on METCHA.COM.
And generating more than 3.5 million interactions on our leather-oriented contents on Instagram.
In one year alone, METCHA has already promoted more than 30 brand collaborations worldwide, while connecting with some of the most exciting and influential names within design – Oliviero Toscani, Stefan Sagmeister, The Shoe Surgeon, Jeff Staple, Sheron Barber, and many others.
And just so we’re clear: this was a project conceived from scrap, which means that we embarked on a journey that took us from the very early stages of designing the strategy until the point of being responsible for the project's managing and daily operations – including every single step from naming and ID to structuring a workflow and global team connected to it, from UI/UX and platform development to producing over 500 contents every month.
If we've conquered so much in such a short time, can one imagine what we're doing next?
We're making leather unstoppable. that's for sure.