In March 2020, as the COVID-19 pandemic triggered widespread closures and uncertainty, Brooklyn Tweed launched Apart Together — a rapid-response campaign designed to support both financially impacted customers and the brick-and-mortar yarn stores at the heart of the knitting industry.

Conceived, messaged, and launched in less than a week, the three-month campaign introduced a “Pay What You Choose” model on the company’s e-commerce site, with a percentage of each sale credited to a Brooklyn Tweed retailer of their choice.

We developed a full suite of campaign materials including web content, newsletters, social media messaging, and community-sourced videos, with a tone rooted in empathy, transparency, and collective action.

The impact was immediate and profound: the campaign raised over $320,000 for local yarn stores, deepened brand trust, and became one of the most widely celebrated initiatives in Brooklyn Tweed’s history. It demonstrated that compassionate, community-centered marketing can deliver both emotional resonance and real economic support in times of crisis.