Metcha calls for next round of industry support to build on success

Worldwide
Published:  12 November, 2020

The team responsible for Leather Naturally’s Metcha social media campaign hosted a webinar on November 11 to give an overview of the results achieved and to call on the industry to keep supporting the programme “financially and morally” to build on the momentum it has gained so far. 

Fernando Bellese, who is part of the Metcha Management Team, gave an overview of the achievements of the campaign over the past 18 months, which included a total social media reach of 2,421,052 people and 558,978,062 impressions of leather related content (120 million was the target). He explained that fundraising had slowed when the Covid-19 pandemic hit, however, that the initiative’s efforts across Instagram, Facebook and the Metcha website continued and due to other savings, it was possible to extend the campaign by several months. Metcha aims to reach out to a younger audience who are more likely to be influenced through social media platforms. The three main focus areas are fashion (footwear, garment, leather goods), automotive and furniture/interior design.

Bellese also outlined Metcha’s ambitious plans for 2021, including workshops for young designers as well as further collaborations with brands to develop exclusive products under the label Metcha Originals, which will allow the campaign to become more self-sustaining over the course of the next few years. However, until then, the Metcha campaign still depends on investment and support from the industry, with the aim to raise a further US$1.5 million in 2021. All leather industry related stakeholders are invited to join the campaign and financial contributions are tiered against company turnover to allow a wider level of industry support regardless of company size. www.metcha.com