Saye is a sustainable footwear brand crafting retro-style sneakers from bio-based, recycled materials while planting trees for every pair sold.
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See all ads on AdLibrary →SAYE (Save As You Earn — also 'Save') is a Barcelona DTC vegan sneaker brand founded in 2018 by Marc Escapa and Alejandro Cano. The brand launched via Kickstarter as the most-funded Spanish fashion project ever on the platform and has since been recognised by British Vogue as a top sustainable trainer brand. Every pair sold results in two trees planted via partnership with WeForest, with over 200,000 trees planted to date. Also searched as Saye.
SAYE's ad strategy is built on specific, countable impact: 200,000+ trees planted, PETA-approved vegan certification, corn waste-derived leather. Rather than generic sustainability messaging, every ad anchors a product benefit to a quantified environmental outcome. The brand also leverages third-party editorial validation — British Vogue recognition, press mentions — as social proof in mid-funnel creative. See their full ad archive at <a href="https://adlibrary.com?q=SAYE&type=3">AdLibrary</a>.
Instagram is SAYE's primary channel, with clean product photography and short-form Reels performing well for both reach and conversion. Facebook retargeting uses dynamic product ads to recapture visitors who browsed specific silhouettes. The brand also runs paid campaigns timed to new material launches — the mango leather collaboration, for example — generating press pickup that amplifies paid spend.
Copy themes include material innovation ('Made from corn. Worn by the planet-conscious'), impact accountability ('2 trees planted with every pair'), and Kickstarter origin story for brand credibility. Visuals are minimal and Scandinavian-influenced: white backgrounds, clean sole shots, outdoor nature settings. The brand avoids activist or preachy tone — the messaging is confident and matter-of-fact.
SAYE demonstrates the power of the Kickstarter origin story as a long-term marketing asset — 'the most-funded Spanish fashion project on Kickstarter' remains credible social proof years after the campaign. The two-trees-per-pair mechanic also creates a simple, shareable impact metric that customers can communicate on social media, generating organic amplification at zero cost.
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