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 – Support How You Can” 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.

After the initial iteration, Apart Together continued as Brooklyn Tweed’s annual Black Friday community support campaign. Each year, a percentage of purchases, matched by Brooklyn Tweed, was donated to local partner organizations: ACCESS: Wildfire Relief (2020), SMYRC (2021), Bridging Voices (2022), Hawaii Community Foundation’s Maui Strong Fund & Black Oregon Land Trust (2023), and Rose Haven (2024) – raising thousands of dollars to support communities in need.